2016 Voter Insights - Resonate
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The 2016 Election is an election like no other. These unconventional times call for unconventional voter intelligence and insights. Campaign marketing dollars are precious, so harnessing data to better determine the best targets is a key to success. Here are a few voter insights from Resonate's HI-RES intelligence-to-activation platform on Latino Millennials, Women, African Americans, Seniors, Asian Americans, and Millennials. The Resonate Analytics platform is built on the nation’s largest primary consumer insights database and pulls from over 7,000 attributes across demographics and behaviors, plus Resonate’s unique and proprietary motivations-based data.
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2016 Voter Insights - Resonate
- 3. Latino Millennials are more Millennialthan Latinoin theirpolitics Source: Resonate survey of17,074 U.S. Adults, 2016 *When compared totheaverage U.S. adult
- 4. Latino Millennials are more Millennial thanLatinoin theirpolitics Source: Resonate survey of17,074 U.S. Adults, 2016 *When compared totheaverage U.S. adult
- 5. Source: Resonate survey of17,074 U.S. Adults, 2016, index 81% OF LATINO 18 YEAR-OLDS WERE BORN IN THE U.S. 46% OF LATINO 34 YEARS-OLDS WERE BORN IN THE U.S. They’re more culturally MILLENNIAL than traditional Latino because more of them are born in the U.S.
- 6. Which candidates’ supporters are LEAST LIKELY to follow a GLUTEN FREE DIET? Source: Resonate survey of17,074 U.S. Adults, 2016, Index TED CRUZ DONALD TRUMP BERNIE SANDERS
- 7. Source: Resonate survey of17,074 U.S. Adults, 2016, Index Sanders’ supporters are 53%LESS LIKELY to follow a gluten-free diet AND 88%more likely than the average voter to eat VEGETARIAN OR VEGAN.
- 13. ASIAN AMERICAN growth in theU.S.is fueledby immigration Reason for Population Increase: Source: PewResearch Center, AnnaBrown. 26June 2014 VS. Asian Americans IMMIGRATION 61% Hispanic NATURAL 78%
- 14. ASIAN AMERICANSare more likely to consider climate change the biggest threatto the U.S. Source: Resonate survey of17,074 U.S. Adults, 2016, index CLIMATE CHANGE 140 DOMESTICTHREATS 109 TERRORIST GROUPS 87 INDEX = 100 Conversely, 13% less likely 40% more likely than average U.S. adult.
- 16. So, which issue are ASIAN AMERICAN voters most likely to say is important to their support of political candidates? Source: Resonate survey of17,074 U.S. Adults, 2016, Index FOREIGN POLICY A TAX POLICY B IMMIGRATION POLICY C
- 17. Source: Resonate survey of17,074 U.S. Adults, 2016, Index Theyare 94% less likely tosayit’s ImmigrationPolicy. ASIAN AMERICANS are 42%morelikely to citeTax Policy asanimportant issue.
- 18. USING THE VOTER FILE IS GREAT FOR BASIC DEMOS AND VOTING RECORDS. Find new persuadable audiences by augmenting the Voter File with data on voter motivation, values & issue position attributes. TIP
- 20. Source: Resonate survey of17,074 U.S. Adults, 2016 Yes, most strongly in New England and the Upper Midwest. Regionally, bipartisanship is becoming a less common priority for voters. NEW ENGLANDUPPER MIDWEST DOES ANYONE STILL CARE ABOUT BIPARTISANSHIP?
- 21. “Blunt” resistance to marijuana legalization is especially “chronic” in Utah and Arizona. Source: Resonate survey of17,074 U.S. Adults, 2016 Northern CA and Nevada are relaxed about the issue. TENSEABOUT MARIJUANA LEGALIZATION? UTAH ARIZONA
- 22. Heavily concentrated in Kentucky, Tennessee, Western North Carolina and Northern Texas Source: Resonate survey of17,074 U.S. Adults, 2016 WHERE ARE THEFRIENDS OF KIM DAVIS? Thesevotersarefarmorelikely to believe religious rights ofgovernment employees supersedemarriagerights. KENTUCKY, TENNESSEE NORTHERN TEXAS
- 23. While the“Acela corridor” ismost in favorofincreased gun control… Pockets supportingincreased regulationare alsoevident throughouttheMidwest. Source: Resonate survey of17,074 U.S. Adults, 2016 IS ACCESS TO GUNS TO BLAME FORGUN VIOLENCE? MIDWEST
- 24. DELIVER THE RIGHT MESSAGE TO THE RIGHT AUDIENCE: Bemindfulof geo differences in civic expressionwhen developing state-level message strategy. TIP
- 25. WhichPresidential Candidates’ Supporters are themost optimistic? Source: Resonate survey of17,074 U.S. Adults, 2016, based on composition TED CRUZ DONALD TRUMP BERNIE SANDERS HILLARY CLINTON
- 27. Amplify Email Marketing Increaseyour fundraisingeffectiveness and/oropen and engagement ratesby analyzingand segmenting your list into detailed personas. Enhancingyour intelligenceon eachsegment’s interests,values andmotivations empowers you to personalize messaging to most efficiently activateyour target.
- 29. Which of the following channels is most likelyto be used by MILLENNIALS for election campaigninformation? Source: Resonate survey of17,074 U.S. Adults, 2016, index BLOGS A SOCIAL MEDIA B FRIENDS/FAMILY C
- 30. Source: Resonate survey of17,074 U.S. Adults, 2016, index Millennials are2.5times more likely than theaveragevoter,tovalue election information fromblogs. SocialMedia isNOTallthat matters to Millennial Voters
- 31. TIP To reachMILLENNIAL VOTERS, think beyond just social media.
- 32. Which issue are MILLENNIAL VOTERS most likely to be engaged by, when compared to the average voter? Source: Resonate survey of17,074 U.S. Adults, 2016, Index GAY & LESBIAN RIGHTS A ALTERNATIVE ENERGY C CIVIL LIBERTIES B
- 33. Millennials are51%morelikely than theaveragevotertoengageon GAY AND LESBIAN RIGHTS.
- 34. TIP Different issues motivate voters within each demographic group. Think beyond the voter file; don’t miss an opportunity to connect and persuade on issues that matter mostto the voter.
- 35. Whichlate nightshow are MILLENNIAL VOTERSmore likely to watch? Source: Resonate survey of17,074 U.S. Adults, 2016, Index THE DAILY SHOW WITH TREVOR NOAH A LATE NIGHT WITH SETH MEYERS B THE TONIGHT SHOW WITH JIMMY FALLON C
- 37. Source: Resonate survey of17,074 U.S. Adults, 2016, Index We Know Millennial VotersCare AboutThemselves…
- 38. But MILLENNIAL VOTERSalso favor… Source: Resonate survey of17,074 U.S. Adults, 2016, Index INCREASINGTAXES 21% INCREASING FOREIGN AID 65% FUNDING FOR SNAP/WIC HOUSING 20% Comparedtoonline adults 65%
- 40. WOMEN VOTERS are more likelythan the average voter to want their candidates to focus on the following three issues: Source: Resonate survey of17,074 U.S. Adults, 2016, index HEALTHCARE POLICYEDUCATION POLICYSOCIAL ISSUES
- 41. Whichof the followinguses of militaryforce in hostile countriesare SINGLE WOMENlikely to support? Source: Resonate survey of17,074 U.S. Adults, 2016, Index U.S. GROUND TROOPSA NON-COMBAT FORCE USEB NEITHER GROUND TROOPS NOR COMBAT FORCESC
- 42. U.S. ground troops in hostile countries. Single Women Voters are27% more likely than online adults to support use of
- 43. Whichof the followingvalues are SINGLE WOMEN VOTERS most motivated by? Source: Resonate survey of17,074 U.S. Adults, 2016, Index B SELF-FULFILLMENT C PRIDE A SELF-IMAGE
- 44. Self-Image SingleWomen are58% more likely to be concerned with Comparedtoonlineadults
- 45. Which ofthe followingare SINGLE WOMEN VOTERS most likely value? Source: Resonate survey of17,074 U.S. Adults, 2016, Index B INDIVIDUALITY C ROMANTIC LOVE A SOCIAL/PROFESSIONAL STATUS
- 46. Social/Professional Status Single Women Voters are 41%more likely to be driven by Comparedtoonlineadults
- 47. When targeting anaudience, make sure your messaging addresses their underlying motivations—not just demographics. WHY DO VOTERSACT?
- 48. What are the top TV shows SINGLE WOMEN VOTERSwatch? Source: Resonate survey of17,074 U.S. Adults, 2016 NEW GIRL A EMPIRE B UNBREAKABLE KIMMY SCHMIDT C
- 49. New Girl thanother TVshows Compared toonlineadults 94%ofSingle Women Voters are more likely to regularly watch
- 50. WhichPresidentialCandidates’Supporters PRIORITIZE REGULAR FAMILY meals? Source: Resonate survey of17,074 U.S. Adults, 2016, based on composition TED CRUZ DONALD TRUMP BERNIE SANDERS HILLARY CLINTON
- 51. TedCruzsupporters are72%more likely tomakeregular family meal-time apriority, compared toonlineadults.
- 52. Match the candidate withthe FAST FOOD his supporters prefer DONALD TRUMP BERNIE SANDERS Source: Resonate survey of17,074 U.S. Adults, 2016, Index ChipotleBurger King Wendy’s McDonald’s Sonic ChipotleBurger King Wendy’s McDonald’s Sonic Chipotle 82%more likely than the average American to eat Chipotle Sonic 111%morelikely than the average Americanto eat Sonic
- 53. CHALLENGE I need to deploy campaigns quickly, so I can act on the issues of themoment. SOLUTION Makesureto havethe mostup-to-date issuepositionsurvey datareadytodeployimmediately-- vs.just voter filesandsimplepropensityscores.
- 55. Tend to think corporate taxes are: Source: Resonate survey of17,074 U.S. Adults, 2016, index Voters who are > > > TOO LOW SOMEWHAT LOW TOO HIGH
- 57. How are Source: Resonate survey of17,074 U.S. Adults, 2016, Index UNION INTERESTS PREVAIL OVER MEMBER INTERESTS HAVE TOO MUCH POLITICAL POWER ARE A NECESSARY PART OF AMERICAN INDUSTRY voters mostly likely to feel towards LABOR UNIONS?
- 58. Voters are26% more likelytofeel“UnionInterests prevailover member interests” Source: Resonate survey of17,074 U.S. Adults, 2016, Index Comparedtoonlineadults
- 59. Source: Resonate survey of17,074 U.S. Adults, 2016, Index What are these voters most likely to believe is the biggest threat to the U.S.? CHINA DOMESTIC THREATS ROGUE NUCLEAR STATES
- 60. Voters aremost likelyto believe Chinaisthe biggest threattotheU.S. Compared toonlineadults Source: Resonate survey of17,074 U.S. Adults, 2016, Index
- 61. Source: Resonate survey of17,074 U.S. Adults, 2016, Index Which of the following motivators are voters most likely to value? FINANCIAL STABILITY TAKING CARE OF FAMILY HAPPINESS
- 62. Source: Resonate survey of17,074 U.S. Adults, 2016, Index Voters are 48%more likelyto personally value Financial Stability Compared toonlineadults
- 63. WhichPresidential Candidate’s Supporters are most likely toKNIT? Source: Resonate survey of17,074 U.S. Adults, 2016, based on index TED CRUZ DONALD TRUMP JOHN KASICH
- 64. Kasich’s supporters areKNITTERS. Kasich’s supporters arealso54%morelikely tocollectstamps, and42%morelikely tocollectantiques.
- 66. AFRICAN-AMERICAN VOTERS are more likely to value and be motivated byreligion than other minority voter blocs Source: Resonate survey of17,074 U.S. Adults, 2016 *When compared totheaverage U.S adult LATINOS 19% ASIAN-AMERICANS 11% AFRICAN-AMERICANS 55% LIFE GROUNDED IN RELIGION FOR:
- 67. AFRICAN-AMERICAN VOTERS are more likely to value and be motivated by religion than other minority voter blocs Source: Resonate survey of17,074 U.S. Adults, 2016 *When compared totheaverage U.S adult LATINOS 22% ASIAN-AMERICANS 38% AFRICAN-AMERICANS 68% HEAVY RELIGIOUS SERVICE ATTENDANCE FOR:
- 68. When targeting anaudience, make sure your messaging addresses their underlying motivations--not just demographics. WHY DO VOTERSACT?
- 69. Most influentialsources of election information among AFRICAN-AMERICAN VOTERS: Source: Resonate survey of17,074 U.S. Adults, 2016, Index DEBATES 52% BROADCAST NEWS 28% CABLE NEWS 25% DEBATES 52%
- 70. How do AFRICAN-AMERICAN VOTERS intend to cast their ballots on election day? Source: Resonate survey of17,074 U.S. Adults, 2016, Index B IN-PERSON ON ELECTION DAY C ABSENTEE BALLOTS A IN-PERSON EARLY VOTING
- 71. Source: Resonate survey of17,074 U.S. Adults, 2016, Index to Vote early in-person Compared toonlineadults African-American Votersare 86% more likely to plan
- 72. Charitableissues AFRICAN-AMERICAN Voters are most likely to be involved in: Source: Resonate survey of17,074 U.S. Adults, 2016, Index POVERTYPOVERTY UNDERPRIVILEGED/AT RISKYOUTH RELIGIOUSOUTREACH/MISSIONS
- 73. What issues are AFRICAN-AMERICAN VOTERS more likelyto be politically motivated by? Source: Resonate survey of17,074 U.S. Adults, 2016, Index CRIME/LAW ENFORCEMENT A JOB CREATION B EDUCATION C Comparedto online adults
- 74. Crime and Law Enforcement Comparedtoonlineadults African-AmericanVotersare 50% more likely to be politically motivated by
- 76. Which of the followingissues is most important to VOTERS 75+? Source: Resonatesurveyof17,074 U.S. Adults,2016, Index HUMAN RIGHTS C ONLINE PRIVACY B GUN CONTROL A
- 77. Voters 75+ are 25% more likely to cite Gun Control asanimportantissue Comparedtoonlineadults
- 78. ONLINE VOTERS AGES 54 - 74 wanttheir candidates to concentrate most on what? Source: Resonate survey of17,074 U.S. Adults, 2016, Index B HOMELAND SECURITY C DEFENSE/MILITARY A BIPARTISANSHIP
- 80. Different issues motivate voters within each demographic group. Think beyond the voter file; don’t miss an opportunity to connect and persuade on issues that matter most to the voter. TIP
- 81. Whichinformationsources are VOTERS 55+ most likely to consider whendeciding on a candidate? Source: Resonate survey of17,074 U.S. Adults, 2016, Index CABLE NEWS A EDITORIAL ENDORSEMENTS B PRINT/ONLINE NEWSPAPERS C
- 83. WhichCANDIDATES’ SUPPORTERS are most motivated by a sense of personal pride? Source: Resonate survey of17,074 U.S. Adults, 2016, based on index TED CRUZ DONALD TRUMP BERNIE SANDERS HILLARY CLINTON
- 84. Bernie Sanders’ supporters are34% more likelythantheaverageonline adulttobe motivated byasenseof PERSONAL PRIDE
- 85. USING THE VOTER FILE TO ACTIVATE ONLINE MIGHT PROVIDE ONLY A 20 - 30% AUDIENCE MATCH RATE Don't risk missing 70% of potential voters. Supplement voter files with intelligent data modeling strategies to ensure you hit as muchof your target audience as possible. TIP
- 86. CHALLENGE I need a strategy aimed at gettingpotentialvoters to engagewithour ads. SOLUTION Know Who is Most Engaged with Your Campaign Combine detailed analytics with adeffectiveness studies to trulyunderstand who startsengaging with yourad vs. whointeracts with it allthe way through.
Notes de l'éditeur
- WAITING FOR Bob B—revised slide
- NEW SLIDES COMING—WITH BOB B
- New slide coming with BOB B
- Bob B--slide
- REVERSE THE COPY
- See notes on other slide.
- Design—I placed this image in here—please do anything necessary to it.
- Bob B--
- Gary P—please add logo for winner on this deck
- BOB B
- GARY_-please create answer SLIDE
- NO DATA VIZ NEEDED JUST PAY OFF SCREEN
- John Kasich image needs to match others
- BOB B correction
- ANIMATION NOTE: Add callout animation
- ANIMATION NOTE: Add callout animation
- GP FIX FONT and Add icons in circle
- HIGH PRIORITY DATA VIZ (100 orange people, 50 purple people )
- Bob B
- DESIGN/ANIMATION NOTE: Add callout animation
- FORMAT COPY
- Nice to have data viz (100 orange people, 34 purple people )