Segmenting conservative voters

The Fairness Foundation had commissioned a nationally representative survey to examine attitudes to wealth inequality. Their initial findings showed that Conservative voters were less concerned than Labour voters about wealth inequality but they wanted to understand the variation within the overall conservative sample. I partnered with David Dipple, a statistician, to analyse the data in detail. We completed multiple correspondence maps to identify the set of variables that appeared to divide the overall conservative voter base and then ran a factor analysis on these variables to identify groups of conservative voters with different attitudes to wealth inequality.