Targeting

For this project, our team combined data from 19 Equis State Series surveys (a mix of live-dial, text-to-web, and online panel interviews) and one online panel test from late 2021 and 2022 to look at overall news consumption trends for registered Latino voters across the country.

In the 2022 midterms, we partnered with Priorities on a field experiment designed to answer two questions: What is the impact of persuasion messaging on turnout? More broadly, what is the impact of digital advertising on Latino voters? To answer these questions, we worked with the digital experts at Priorities to design and execute a series of experiments - two panel tests and an in-field randomized controlled trial (RCT). The panel test results were used to inform the creative strategy for the field program.

To provide better clarity on how Latinos consume news and information on YouTube, we partnered with Harmony Labs and Cultural Engagement Lab on a research project that dug into the viewing habits of Latinos exposed to disinformation or other problematic narratives on the platform.

We have compiled existing resources to help organizations interested in using WhatsApp to reach Latinos this cycle.

A Landscape Analysis of Disinformation, Propaganda, and Hyper-Partisan Narratives in Latino Spaces Online

Latino Data Revisited, a series of reports from Equis, revisits the basics of targeting to convey principles for thoughtfully and strategically using data to identify Latino voters for political engagement. The digital edition of these reports is for digital practitioners running or managing ad campaigns targeted to Latino audiences.

To help reporters and advocates contextualize the Latino vote in these last days of the election, we’ve compiled some recent data, as a resource, and plugged them into a simplified version of our simulations.

Benchmarking where and when the Latino vote could be pivotal in the 2020 election.

In partnership with SEIU, we conducted a robust vote by mail message test to Latinx voters across Florida - excluding Cubans - leading into the 2020 August primary.

Equis Research partnered with Harmony Labs and PredictWise to better understand the media consumption habits of America's fastest-growing part of the population. The result is a comprehensive view of Latinx media consumption.

Equis put together this guide in 2020 to help progressive organizations understand how WhatsApp works and how to best utilize it for organizing. Though it has not been updated since its inception, it may still serve as a tool for organizations hoping to understand how they can use the platform to their advantage.