For anyone interested in the topic of lifestyle-based voter segmentation, the latest study by Jochen Roose for the Konrad Adenauer Foundation is a must-read. Based on Gunnar Otte’s sociological methodology, the study uses data collected in 2023 to create a typology of how different social groups engage with politics — across work, leisure, and everyday life. The findings are especially relevant for campaign planning. The study sheds light on how large specific target groups are, what political positions they tend to hold, and how they live day to day. It’s a valuable resource for developing targeted political messaging and strategy.
Given recent shifts in public opinion, one might expect even greater support for the AfD today — something to consider when interpreting the data. You can find the full study on the Konrad Adenauer Foundation’s website.