2018 SOTU Key Findings

1. S m a r t e r I n s i g h t s . S u p e r i o r M e s s a g i n g .

2. G2 ANALYTICS: WHATWE DO
 We enable audience engagement for any video
content and allow audiences of any size to actively
participate in Focus Group in the CloudTM events
through any web-enabled device.
 Combine the rich data of Moment-to-Moment (M2M)
video scoring with online surveys to provide qualitative
and quantitative data on video advertisements and
messaging.
 We provide clients with research driven data to
strengthen their message and deliver unique insights on
their target audience in a faster and more cost-
effective approach than the traditional focus group.

3. G2 ANALYTICS: HOWWE DO IT
ONLINE SURVEY M2MVIDEO SCORING VISUAL ANALYTICS+ +

4. G2 ANALYTICS: BINARYVIDEO SCORING
Our Moment-to-Moment (M2M)Video Scoring Platform collects
audience engagement data unlock key insights into how audiences
engage with your content.
 Simple, easy to use interface developed
specifically for online testing.
 Customizable binary indicator measures
positive and negative engagement.
 Eliminates need for reaction “prompting”
and establishes uniform measurement.
 Clearly identifies specific moments,
messages, statements or segments that
resonate with audience members.

5. G2 ANALYTICS: BINARY REACTION DATA
M2M Reaction Data can be viewed by segmentation and demographic filters can be applied
to dive deeply into the data.
Reaction Share
Total share of positive and
negative reactions.
Net Performance Curve
Net performance is measured by
subtracting negative reactions
from positive reactions
Engagement Curve
Visually analyze the strong and
weak parts of your message
Net Gender Curve
Identify reaction differences based
on gender
Demographic Filters
Filter reaction data by select
demographic filters
Net Affiliation Curve
Identify reaction differences based
on Party ID

6. 2018 STATE OFTHE UNION
M2MVIDEO RESEARCH
Field Date: 1/31/2018
Sample Size: N=631
National Representative
Sample of LikelyVoters

7. ECONOMY / TAX REFORM VETERANS / HEALTHCARE INFRASTRUCTURE / DOMESTIC ISSUES IMMIGRATION
2018 STATE OFTHE UNION
G2 Analytics is an innovative survey research firm that combines the rich data of
Moment-to-Moment (M2M) video scoring with online surveys to provide qualitative
and quantitative data on video content. The day after the State of the Union, G2
Analytics applied this methodology to better understand how his speech was
received by American voters. In addition to answering pre- and post-exposure
survey questions, 631 respondents were asked to watch and score a 10-minute video
containing excerpts from the speech covering the topics of the Economy andTax
Reform,Veterans and Healthcare, Infrastructure and Domestic Issues, and
Immigration.
CLICK HERETO WATCHTHEVIDEO
METHODOLOGY

8. KEY FINDINGS
PRESIDENTTRUMP’S FIRST STATE OFTHE UNION ADDRESSWAS A SUCCESS AND HIS
FAVORABILITY AND JOB APPROVAL RATINGSWILL GO UP AS A RESULT.
· Among All Respondents –
o 49% of respondents had a more favorable opinion of PresidentTrump after watching the video
compared to 14% Less Favorable (37% No Change)
o 59% thought that their elected officials should support PresidentTrump’s Agenda, this is a +11% change
from pre-exposure.
o 59% felt more optimistic about the future of the country compared to 20% More Pessimistic (12% No
Change)
· When considering the issues after watching the video –
o 47% of respondents believe that the recently passedTax Reform will benefit people like the them (39%
don’t believe it will benefit people like them).THISWILL LIKELY CHANGE ASVOTERS EXPERIENCE
THE EFFECTS OF TAX REFORM INTHEIR PERSONAL LIVES.
o 51% believe granting amnesty to DACA children in exchange for border security AND ending chain
migration is a good bipartisan compromise.
o 47% believe that removing government regulation will help the economy (25% believe it will hurt the
economy)... BUT... when asked about a specific issue where government regulation could be removed
(ExperimentalTreatment) 82% of respondents believed that terminally ill patients should have the “right
to try” experimental drugs and procedures that have not yet been approved by the FDA.
o When asked who they trusted more to address the opioid crisis (an issue that hasn’t yet been
politicized) more respondents (44%) trust theTrump Administration than Democratic Leaders (35%).
2018 STATE OFTHE UNION

9. KEY FINDINGS
BASED ON PARTY,AFFILIATIONWOMEN ARE MORE DIVIDEDTHAN MENWHEN IT COMESTO
THEIRVIEW OF PRESIDENTTRUMP AND HIS AGENDA.
· Among Female Respondents –
o While 92% of Republican Females believe that the future holds more opportunity for them and their
families, only 28% of Democrat Females feel the same way (a percentage point gap of 64% compared to
a 54% gap between Republican and Democrat Males).
o 77% of Republican Females had more favorable opinion of PresidentTrump after watching the video,
compared to 28% of Democrat Females (a percentage point gap of 52% compared 43% gap between
Republican and Democrat Males).
o 94% of Republican Females felt more optimistic about the future of the country after listening to the
President’s remarks compared to 30% of Democrat Females (a percentage point gap of 64% compared
56% gap between Republican and Democrat Males).
o The only topic where there was a larger statistically significant gap between Republican and Democrat
Males was in regards to whether or not removing government regulations would help or hurt the
economy. 84% of Republican Males believed it would help it, while only 28% of Democrat Males agreed
(a gap of 56% compared to a 41% gap between Republican and Democrat Females).
o Yet, only 22% of Democrat Females believed that removing government regulations would help the
economy.
2018 STATE OFTHE UNION

10. KEY FINDINGS
REPUBLICANWOMEN LOVE DONALDTRUMP; DEMOCRATWOMEN HATE HIM. THE REAL
QUESTIONWILL BEWHERE DO INDEPENDENTWOMEN ALIGNTHEMSELVES.
· Among Independent Female Respondents –
o A majority (61%) believed that the future holds more opportunity for them and their families (+14%
from pre-exposure) and 56% felt that his remarks made the feel more optimistic about the future of the
country.
o 53% of Independent Females thought their elected representatives should support PresidentTrump’s
agenda.
o 48% had a more favorable opinion of PresidentTrump. Only 8% said they had a less favorable opinion of
him.
o Only 36% believe that the recently passed tax reform bill will benefit people like them. 40% indicated
that they don’t know.
o 47% believe that granting amnesty for DACA children in exchange for border and security and ending
chain migration was a good bipartisan compromise.
o 40% believed that removing government regulations would help the economy, but 84% believed that
terminally ill patients should have the right to try new and experimental drugs that have not yet been
approved by the FDA.
o 42% indicated that they trusted theTrump Administration more to address the opioid crisis, compared
to 30% who trusted Democratic Leaders in Congress more.
2018 STATE OFTHE UNION

11. SURVEY RESPONSE DATA
SOTU 2018

12. 54
88
80
54
47 44
28
59
93 92
58 61
39
28
ALL REP MALE REP FEMALE IND MALE IND FEMALE DEM MALE DEM FEMALE
PRE-EXPOSURE POST-EXPOSURE
Do you believe the future holds more or less opportunity for
you and your family?
CHANGE IN OPINION
+5 ---5+14+4+12+5
SURVEY RESPONSE DATA

13. 48
87
80
50
39
18 17
59
94 92
58
53
32 28
ALL REP MALE REP FEMALE IND MALE IND FEMALE DEM MALE DEM FEMALE
PRE-EXPOSURE POST-EXPOSURE
Generally speaking, do you think your elected representatives
should support or oppose President Trump’s agenda?
CHANGE IN OPINION
+11 +11+14+14+8+12+7
SURVEY RESPONSE DATA

14. Considering the video you just watched, do you have a more
favorable or less favorable opinion of President Trump?
FAVORABILITY
25
29
48
49
77
72
49
49
41
44
40
23
22
37
26
29
8
12
5
14
0% 50% 100%
DEM FEMALE
DEM MALE
IND FEMALE
IND MALE
REP FEMALE
REP MALE
ALL
More Favorable No Change Less Favorable
SURVEY RESPONSE DATA

15. Overall, did President Trump’s remarks make you feel more
optimistic or more pessimistic about the future or the country?
OPTIMISM
30
32
56
59
94
88
59
20
12
13
16
3
5
12
50
56
31
25
6
29
0% 50% 100%
DEM FEMALE
DEM MALE
IND FEMALE
IND MALE
REP FEMALE
REP MALE
ALL
More Optimistic No Opinion More Pessimistic
SURVEY RESPONSE DATA

16. Do you believe that the recently passed tax reform will
benefit people like you?
TAX REFORM
20
26
36
50
77
78
47
17
6
40
9
17
11
14
63
68
23
42
12
39
0% 50% 100%
DEM FEMALE
DEM MALE
IND FEMALE
IND MALE
REP FEMALE
REP MALE
ALL
YES Don't Know No
SURVEY RESPONSE DATA

17. Do you believe that granting amnesty to DACA children in exchange
for border security and ending chain migration is a good bipartisan
compromise?
IMMIGRATION
36
38
47
55
67
68
51
21
16
26
20
20
16
20
43
46
27
25
13
16
29
0% 50% 100%
DEM FEMALE
DEM MALE
IND FEMALE
IND MALE
REP FEMALE
REP MALE
ALL
YES Don't Know No
SURVEY RESPONSE DATA

18. Do you believe removing government regulations will help or hurt
the economy?
DEREGULATION
22
28
40
50
63
84
47
35
26
39
23
29
10
28
43
45
21
28
6
25
0% 50% 100%
DEM FEMALE
DEM MALE
IND FEMALE
IND MALE
REP FEMALE
REP MALE
ALL
Help It Don't Know Hurt It
SURVEY RESPONSE DATA

19. Do you believe that terminally ill patients should have the right to
try new and experimental drugs and procedures that have not yet been
approved by the FDA?
RIGHTTOTRY
73
69
84
86
90
91
82
14
15
10
8
5
5
10
12
17
5
6
3
8
0% 50% 100%
DEM FEMALE
DEM MALE
IND FEMALE
IND MALE
REP FEMALE
REP MALE
ALL
Yes Don't Know No
SURVEY RESPONSE DATA

20. Who do you trust more to address the opioid crisis, the Trump
Administration or Democratic Leaders in Congress?
OPIOID CRISIS
12
14
42
42
82
84
44
70
21
29
33
14
12
21
19
66
30
26
4
4
35
0% 50% 100%
DEM FEMALE
DEM MALE
IND FEMALE
IND MALE
REP FEMALE
REP MALE
ALL
Trump Administration Don't Know Democratic Leaders
SURVEY RESPONSE DATA

21. M2M REACTION DATA
SOTU 2018

22. M2M REACTION DATA
Respondents were asked to watch a 10-minute video containing the core elements
of DonaldTrump’s State of the Union address and score it by indicating when they
DISLIKED/DISAGREED or LIKED/AGREED with the content of the video.

23. REACTION SHAREM2M REACTION DATA
DIAL INSTRUCTIONS: Please watch this video and SCORE it by using the
BUZZER (-) and BELL (+) to indicate when you DISLIKE/DISAGREE or
LIKE/AGREE with the content of the video.
ALL RESPONDENTS ALL RESPONDENTSALL RESPONDENTS
REPUBLICAN INDEPENDENT DEMOCRAT
91%
63%
37%
9%
74%
26%

24. ENTIREVIDEOM2M REACTION DATA
FEMALES FEMALESFEMALES
MALES MALESMALES
REPUBLICAN INDEPENDENT DEMOCRAT
45%
65%87%
94%
6%
13%
81%
80%
35%
55%
19%
20%

25. ECONOMY / TAX REFORM
INDEPENDENT FEMALES ARE NOT CONVINCED ABOUTTRUMP’S ECONOMIC ACHIEVEMENTS
AND ARE AT ODDSWITH INDEPENDENT MALESWHEN IT COMESTOTAX REFORM.
“Unemployment rate stands at
the lowest rate ever recorded.”
“We enacted the biggest tax cuts
and reforms in American history.”
“April will be the last time you ever file
under the old broken system -- and
millions of Americans will have more
take-home pay starting next month.”
“Since we passed tax cuts, roughly 3
million workers have already gotten
tax cut bonuses -- many of them
thousands of dollars per worker.”
INDEPENDENT MALES INDEPENDENT FEMALES
M2M REACTION DATA

26. VETERANS / HEALTHCARE
INDEPENDENT FEMALES DISAGREEWITHTRUMPWHEN HE MAKES CLAIMS ABOUT HIS
ADMINISTRATION’SACHIEVEMENTS, BUT SUPPORT HIS POLICY PROPOSALS.
INDEPENDENT MALES INDEPENDENT FEMALES
“And we are serving our brave veterans
-- including giving our veterans choice in
their healthcare decisions.”
“In our drive to makeWashington
accountable, we have eliminated more
regulations in our first year than any
administration in history. ”
“Last year the FDA approved
more new and generic drugs
and medical devices than ever
before in our history.”
“It's time for Congress to give
these wonderful Americans
the RightToTry.”
“One of my greatest
priorities is to reduce the
price of prescription drugs.”
M2M REACTION DATA

27. INFRASTRUCTURE / DOMESTIC ISSUES
INDEPENDENTS SUPPORT INFRASTRUCTURE DEVELOPMENT AND JOBTRAINING BUT
INDEPENDENT MALES ARE MORE LIKELYTO SUPPORTVOCATIONAL SCHOOLS.
INDEPENDENT MALES INDEPENDENT FEMALES
“As we rebuild our industries,
it is also time to rebuild our
crumbling infrastructure.”
“Let’s invest in workforce
development and let’s invest in job
training, which we need so badly.”
“Let's open great vocational schools
so our future workers can learn a
craft and realize their full potential.”
M2M REACTION DATA

28. IMMIGRATION
INDEPENENT MALES SUPPORT BORDER SECURITY AND ENDING CHAIN MIGRATION, BUT
BOTH INDEPENDENT MALES AND FEMALES DON’T LIKETHE CONCEPT OF A BORDERWALL.
INDEPENDENT MALES INDEPENDENT FEMALES
“My duty, and the sacred duty of every
elected official in this chamber, is to
defend Americas - to protect their safety,
their families, their communities, and
their right to the American Dream.”
“That means building a wall
on the southern border.”
“The 4th a final pillar
protects are nuclear
family and will end
chain migration.”
“The 2nd pillar fully
secures the border.”
M2M REACTION DATA

29. For more information or to request a demo contact:
AJ Rehberg
President
Email: aj@g2analytics.co
Phone: (202) 657-1085
www.g2analytics.co
S m a r t e r I n s i g h t s . S u p e r i o r M e s s a g i n g .

30. ADDITIONAL SLIDES

31. ECONOMY / TAX REFORMM2M REACTION DATA
FEMALES FEMALESFEMALES
MALES MALESMALES
REPUBLICAN INDEPENDENT DEMOCRAT
87%
94%
55%
19%
20%
80%
81%
45%
65%
35%

32. VETERANS / HEALTHCARE REFORMM2M REACTION DATA
FEMALES FEMALESFEMALES
MALES MALESMALES
REPUBLICAN INDEPENDENT DEMOCRAT
94%
97%
31%
45% 55%
67%
33%
77%
23%
69%

33. INFRASTRUCTURE / DOMESTIC ISSUESM2M REACTION DATA
FEMALES FEMALESFEMALES
MALES MALESMALES
REPUBLICAN INDEPENDENT DEMOCRAT
61%
39%
62%
38%
17%
92%
97%
83%
36%
64%

34. IMMIGRATIONM2M REACTION DATA
FEMALES FEMALESFEMALES
MALES MALESMALES
REPUBLICAN INDEPENDENT DEMOCRAT
23%
80%
47% 53%
20%
14%
86%
90%
77%64%
46%

35. WHY G2 ANALYTICS?
FOCUS GROUP LIMITATIONS
• Expensive AndTime Consuming
• Dominant Respondent Bias
• Limited Sample Size
• Output Is Not Projectable
• Moderator Influence And Bias
• Non-repeatable Methodology
DIALTESTING LIMITATIONS
• LegacyTechnology
• Continual Response Method
• Sliding Scale
• Prompting
• Lacks Uniform Measurement
• Dialing Fatigue

36. FOCUS GROUP LIMITATIONS
• Expensive andTime Consuming – requires significant planning, organizing, and recruiting which
is costly in terms of both financial and human resources.
• Dominant Respondent Bias – outspoken participants tend to skew data by dominating group
discussion.
• Limited Sample – limited to 10-15 participants who are typically drawn from close geographic
proximity to focus group facilities and represent limited demographics.
• Output Is Not Projectable – small sample size and limited sample composition makes it
impossible to project the results to larger universe.
• Moderator Influence – moderators have the ability to influence the discussion topics and
therefore the conclusions that are reached.
• Non-Repeatable Methodology – factors such as dominant respondent bias, limited sample, and
moderator influence renders focus groups and their results non-repeatable

37. “DIAL TESTING” LIMITATIONS
• LegacyTechnology – developed for in-person focus groups, dial testing
technology was directly applied to online environment without consideration of
the inherent limitations of this new environment.
• Continual Response Method – most limitations result from requiring
respondents to continuously dial (register reactions) while watching a video.
• Sliding Scale – difficult to use in online environment and diverts attention
away from the content of the video.
• Prompting – both in-person online dial testing requires prompting which has
tendency to generate reactions not just measure them.
• Lacks Uniform Measurement Metrics – there is no way to quantify or
qualify equivalent “dial” measurements across multiple respondents.
• Data Suffers From Dialing Fatigue – constant dialing can cause in “dialing
fatigue” which results in unreliable reaction data during the latter parts of video
exposure.