Predicting the Rise of Trump – Hatred, Heuristics and Hair

*BrainJuicer is now System1 Research*

Donald Trump was written off early by commentators, pollsters and his opponents – and yet he became the presidential candidate for the Republican Party. We predicted it in January 2016 – but how did we do it?

Millions of research dollars are spent each election cycle trying to predict races and understand their dynamics. But what happens if you look at politics through the prism of System 1 branding research? That’s exactly what we did, applying our innovative Fame, Feeling & Fluency model to the candidates in the US election.