Professional Documents
Culture Documents
Axis Research Inc. • 1199 N. Fairfax Street, #400, Alexandria, VA 22314 • axisresearchinc.com • 202.550.5867
Mac Schneider, however, is starting off in a poorer position. Schneider has far more limited name
recognition, with about three-quarters (76%) of North Dakota voters not having an impression of the
Democratic candidate. Although voters are less familiar with Schneider, his unfavorable rating (8%) is
within the same range as Armstrong’s (9%), while his base (16% favorable) is half that of Armstrong’s
(32%). This gives Kelly Armstrong a net image rating nearly of +23, which is nearly three times the net
image for Mac Schneider (+8).
As Schneider works to introduce himself to the general electorate, he will be starting from a position of
weakness relative to Armstrong. Among these voters who are unfamiliar with Schneider, 29% already
have a favorable impression of Armstrong, with very few (5%) holding an unfavorable impression.
Axis Research Inc. • 1199 N. Fairfax Street, #400, Alexandria, VA 22314 • axisresearchinc.com • 202.550.5867
In fact, North Dakota wants to elect a candidate aligned with the President. A majority (55%) of voters
would rather vote for a candidate who supports President Trump’s agenda, while 34% would rather vote
for a candidate who opposes President Trump’s agenda. While, unsurprisingly, the vast majority of
North Dakota Republicans express support for a candidate aligned with Trump (87%), a plurality (45%) of
independents prefer a
candidate who supports
President Trump’s agenda
as well.
As shown in the chart to the
right, Trump-supporting
candidates are even more
popular with the likeliest
voters who report that they
will definitely vote in
November; 59% of these
voters want a candidate
who supports Trump’s agenda.
The Ballot
Armstrong’s advantage in name recognition, stronger and more robust name ID, and North Dakota’s
support for the Trump agenda produces an electoral environment that points to an Armstrong win in
November. At this early stage, even with the candidates still fairly unknown to voters, Armstrong has
locked up almost half the electorate (48% voting Armstrong). In fact, Armstrong has more voters
“definitely” voting for him than Schneider has voters overall (26%).
Axis Research Inc. • 1199 N. Fairfax Street, #400, Alexandria, VA 22314 • axisresearchinc.com • 202.550.5867
In summary, while the race is still early, the fundamentals of the race clearly point towards an
Armstrong win, as the Republican candidate is better-known, better-liked, and aided by a popular
Republican president.
Axis Research Inc. • 1199 N. Fairfax Street, #400, Alexandria, VA 22314 • axisresearchinc.com • 202.550.5867