Obama or Romney? New Political Analytics Tool,, Helps Undecided Voters Decide

Posted on September 12th, 2012 by PIQ Score Staff

SAN DIEGO, Calif. – Sept 12, 2012 – With the Republican and Democratic Conventions now behind us, and the party platforms closed, the 2012 Presidential elections will be gut-wrenching for many undecided voters. Which candidate – Barrack Obama or Mitt Romney – should you cast your vote for, if you are a swing-state voter who supports different aspects of each political party’s platform?

For example, who do you support when you are…

  • Pro-Choice on abortion, but agree with the Tea Party on taxes and limited government?
  • Supportive of ObamaCare, but also favor public employee union reform and school vouchers?
  •  In favor of gay marriage, but also support Second Amendment gun ownership rights?

For the first time, undecided voters now have an ingenious new analytics tool to help them objectively calculate which Presidential candidate’s view most closely aligns with their own. Called the “Political Inclination Quotient” (PIQ), the new metric, introduced at refocuses traditional, overly-broad political labels – like liberal, moderate, and conservative – and refines them down to a specific numerical value, which pinpoints precisely where individual voters stand in the American political spectrum. achieves this using a 10-minute self-assessment test that aggregates voters’ political positions – on abortion, gun control, taxes, government spending, immigration, use of the military, etc. – into a single, quantifiable ranking; it is the first known research effort to create a psychographic metric to measure cumulative Political Inclination, and then tie it to PIQscore social media tools.

“Americans have a complex range of political emotions that are constantly in conflict with one another. They want to do more to help the poor, but they oppose higher government spending… they hate seeing tyrannical regimes unleashing violence on their citizens, but they also hate see U.S. troops intervene to stop it… they love their kids’ teachers, but they dislike Public Employee Unions,” said Jim Neumann, a former IBM and AT&T marketing executive who headed the PIQ Score development effort. “PIQ Score is the first analytics tool to help people objectively ascertain what their aggregate political priorities are, and how to translate them into actionable voting behavior. We live in a society where we are statistically ranked and measured in dozens of ways; finally, there is a way to psychographically analyze and rank our Political Inclination. ”

The full PIQscore scale goes from PIQ-0 (very liberal) to PIQ-100 (very conservative). Liberal voters rank between PIQ-0 and PIQ-44; Moderates occupy the center of the scale, in the PIQ-45 to PIQ-55 range; and Conservative voters rank PIQ-56 to PIQ-100. In addition to receiving their aggregate PIQ Score, voters also receive sub-scores in 10 political categories: 1) Personal Freedoms; 2) Role of Government; 3) Taxes and Economy; 4) Federal Spending; 5) Security and Foreign Policy; 6) Environment and Energy; 7) Public and Private Sector; 8) Education and Family Services; 9) Social Policies; and 10) Language, Culture, and Religion.

Based on which of these issues is most important to them, and the strength of their beliefs – “very liberal,” “liberal,” “lean liberal,” “moderate,” “lean conservative,” “conservative,” or “very conservative” – voters will quickly see whether their political inclination tracks more closely to Barrack Obama or Mitt Romney.

In focus group tests involving hundreds of pre-launch users, there was typically a 10-15% deviation between participants’ pre-test “predicted” score and their actual score; this suggests that – on an aggregate basis with all issues considered – voters are actually significantly more liberal or conservative than they consciously believed before taking the PIQ Score test.

Once a voter has their PIQ Score, he or she is welcome to post comments in the site’s blog area, submit their own blogitorial, and network with other like-minded members – including local, grassroots networking – using the site’s comprehensive Social Media tools.

2012 Swing States and Safe States?

The PIQ Score website also refines traditional “Red State/ Blue State/ Purple State” labels with a quantifiable, mathematically-derived PIQ Score for each state… calculated by aggregating and averaging Federal Election Commission results for all states since 1980. Located at this data enhances the “freeze frame” view of daily political polling, by providing the larger “moving picture” context for each state and their evolving Political Inclination.

Votes can see their state’s historical voting history by typing and entering the name of their state, e.g. to see Ohio’s 32-year voting history and standing the Electoral College. This allows visitors to glean interesting information, such as:

Over the past eight Presidential election cycles, the most conservative state has been Utah, with a composite score of PIQ-67; Rhode Island has been the most consistently liberal state with a composite score of PIQ-42 (though Washington D.C. scores a PIQ-12). Only two states, West Virginia and New Mexico, had perfectly moderate historical PIQ-50 scores.

Based on past election history, 26 states lean Republican (PIQ-53 and higher) versus only 12 states (plus the District of Columbia) that lean Democratic (PIQ-47 and lower). However, Republican-leaning states average only 9.07 Electoral Votes per state, versus 13.38 Electoral Votes for Democratic states, due largely to the skew caused by California (PIQ-47, 55 EVs) and New York (PIQ-43, 31 EVs).

If past results hold true, based upon the data above, Republicans can anticipate a base of 236 Electoral Votes from their “safe” and “leaning” states, while Democrats can count on a base of 174. This puts 128 Electoral Votes, representing 12 swing states with scores ranging from PIQ-48 to PIQ-52, up-for-grabs. History suggests that the largest right-leaning battleground states are Missouri (PIQ-51) and Ohio (PIQ-52) ; the largest left-leaning “in-play” states are Michigan, and New Jersey, (both PIQ-49), plus Pennsylvania and Wisconsin (both PIQ-48).

About PIQ Score

The PIQ Score test was created to help American voters 1) understand their Political Inclination on an aggregate basis; 2) align their political beliefs with candidates who best represent them; and 3) become politically aware and locally involved in issues that impact their daily lives. It was developed by PIQ Score LLC, located in San Diego, Calif., relying on the expertise of more than a dozen politically-oriented professionals experienced in the areas of attitudinal studies, psychology, education, politics, and market research

This entry was posted on Wednesday, September 12th, 2012 at 1:00 AM and is a News story.