System1’s Test Your Brand predictive study shows Rishi Sunak is the Conservative Party’s strongest leadership candidate and would defeat Keir Starmer if there was a snap-election, whereas every other Conservative candidate would currently lose a snap-election to Labour.
System1’s Test Your Brand, measures the strength of a brand or political figure with the public, based on the 3 F’s that drive their Star Rating (1-5 Star) and election prospects:
FAME – How easily does a politician come to mind?
FEELING – How do people react to a politician emotionally?
FLUENCY – How distinctive and recognisable is a politician?