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We work toward a more sophisticated understanding of the experiences, issue preferences, and political identities of Latino and Hispanic voters.

All ResearchLatino Playbook

Dedicated to being a
source of truth on Latino voters.

Equis continues to set a high bar for research, polling, and analysis as well as digital testing and experimentation. We commission both qualitative and quantitative research that provides indispensable best practices on how to reach Latinos by understanding what values they hold, what motivates them, and what challenges they face.

We work collaboratively with a vast network of pollsters, public opinion and data/research firms, employing both traditional and innovative research methods, to bridge the disconnect between organizations and the Hispanic community, particularly, those neglected by traditional politics and campaigns in society.

Our research seeks to anticipate challenges and develop opportunities to change Latino voting behavior, while also expanding upon best practices in studying the Latine electorate. We go beyond traditional Hispanic voter destinations such as Texas and Florida to examine the experiences and preferences of our communities across the US.

Explore Our Research Repository

Our Research Repository includes publicly available work meant to help shape a more sophisticated understanding of the experiences, issue preferences, and political identities of Latino and Hispanic voters.

Issues

Highlighting how Latinos think about various topics.

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Election Analysis

Analyzing Latino voters in past and current cycles to understand their political views and behavior.

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Targeting

Improving the targeting of Latinos through better data, modeling and segmentation, so that more Latinos are visible to campaigns and receive relevant communication.

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Language

Understanding the role of language in effective communication– both in Spanish and in English.

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Messaging

Identifying and socializing the values, language, and tactics for best reaching and resonating with Latino audiences, particularly those that have been most neglected by campaigns and advocates.

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Election Analysis
Presidential Elections
2024 Cycle
AZ
PA
NV

A Preliminary Look at the 2024 Latino Vote

November 15, 2024
Carlos Odio
Election Analysis
2024 Cycle
PA
Spanish Language
AZ
WI

El voto latino en el 2024: 8 preguntas clave

November 4, 2024
Election Analysis
2024 Cycle
PA
NV
AZ
Presidential Elections

2024 Latino Vote: 8 Questions Answered

October 31, 2024
Election Analysis
2024 Cycle
AZ
PA
Presidential Elections
NV

Latino Update October 2024

October 22, 2024
Election Analysis
2024 Cycle
AZ
NV
PA
Equis Research

For Swing Latinos, a Tale of Two Economies

September 17, 2024
In this battleground poll fielded August 19th - August 31st, Equis checked in on the preferences of Latino voters in the presidential race and looked at some perceptions of the candidates.
Election Analysis
2024 Cycle
Presidential Elections
AZ
PA
Equis State Series (XSS)

Battleground Poll - August 2024 (Toplines)

August 14, 2024
Election Analysis
2024 Cycle
Equis State Series (XSS)
AZ
PA
Presidential Elections

Memo: A Latino Reset

August 14, 2024
Carlos Odio and Maria Di Franco Quiñonez
The very early polling on a Harris-Trump election suggests a reset in the fight over Latino voters. The Hispanic electorate now looks more in line with the other Trump-era elections of 2020 and 2022 than with a wide partisan realignment.
Playbook
2024 Cycle

Equis' Latino Playbook

August 1, 2024
The Playbook is a collection of Latino-specific research, insights, and best practices, completed in advance of the 2024 presidential election. We made this guide with practitioners in mind - particularly those leading strategy and execution of Latino paid media and voter contact programs.
Messaging
2024 Cycle
Presidential Elections
Playbook
Equis Labs (c)(4)

Message Testing on Kamala Harris

July 29, 2024
‍We tested 12 Kamala Harris messages with Swayable using randomized controlled trial (RCT) survey experiments to see which was best at shifting Harris vote choice. These messages were tested in English and Spanish. The tests ran from July 22 to July 26 nationally (excluding CA and NY). We collected a total of 22,289 responses, with 15,962 English responses and 6,327 Spanish responses.
Issues
2024 Cycle
Immigration
Spanish Language
AZ
GA

Evaluación política de medidas migratorias

June 24, 2024
Issues
2024 Cycle
Presidential Elections
Immigration

Political Assessment of Immigration Policy Solutions

June 18, 2024
Messaging
2024 Cycle
Immigration
Equis Labs (c)(4)

Immigration Message Testing

June 1, 2024
We tested multiple positive, contrast, and negative immigration messages with Blue Rose Research to see which was best at shifting Biden vote choice. These messages were tested in English only. The test ran from March 28 to April 5 in AZ, CO, FL, GA, MI, NV, NM, NC, OH, PA, TX, and WI. We collected a total of 17,098 survey responses, with over 60% of responses coming from Latinos.
Issues
2024 Cycle
AZ
Economy
Immigration
Abortion

Latino Voters May 2024 Update

May 1, 2024
Messaging
2024 Cycle
Presidential Elections
Playbook

Equis’ Latino Playbook: Main Character Energy

March 15, 2024
At Equis we are frequently asked how Latino audiences respond to an increasing variety of media and cultural content — outside of news — and whether the shows people watch or music they listen to might reveal important insights for better capturing Latino attention. Equis Institute, in collaboration with Harmony Labs, has created a segmentation that gives ad makers, creators, and storytellers the power to understand the diverse demography and behaviors of Latinos in the US as well as the characters, values, and stories to which different clusters of Latinos gravitate.
Messaging
Presidential Elections
Playbook
Economy
2024 Cycle
AZ

YouTube Testing Experiment: Reaching Latinos on YouTube

January 31, 2024
Equis conducted research in partnership with at Somos Votantes and Priorities USA on effectively reaching and communicating with Latinos on YouTube.
Messaging
Presidential Elections
Midterms Elections
Playbook
Abortion
Economy

Understanding How to Message to English-Dominant Latino Voters

January 1, 2024
Equis conducted research in partnership with A/B Partners and Senate Majority PAC. This research tackled the challenges in reaching and persuading Latinos voters who predominantly speak English and consume English-language media.
Targeting
Presidential Elections
Playbook
Spanish Language
Equis State Series (XSS)
Digital Mode

Equis’ Latino Playbook: Media Consumption Report

December 2, 2023
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.
Targeting
Presidential Elections
Playbook
Digital Mode
Persuasion
Mobilization

Mobilizing Latinos with Digital Ads

December 1, 2023
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.
Issues
Equis Labs (c)(4)
Presidential Elections
Playbook
Immigration
2024 Cycle

2024 Immigration Messaging

December 1, 2023
We tested multiple positive, contrast, and negative immigration messages with Blue Rose Research to see which was best at shifting Biden vote choice. These messages were tested in English only. The test ran from March 28 to April 5 in AZ, CO, FL, GA, MI, NV, NM, NC, OH, PA, TX, and WI. We collected a total of 17,098 survey responses, with over 60% of responses coming from Latinos.
Messaging
2024 Cycle
AZ
GA
NV
TX

Equis’ Latino Playbook: Latino Winning Jobs Narrative MaxDiff Polling

October 31, 2023
In October 2023, Equis Labs partnered with Somos Votantes and Data for Progress on a MaxDiff messaging poll to better understand the best application of the Winning Jobs Narrative framework with Latino voters, in both English and Spanish.
Language
Presidential Elections
Midterms Elections
Playbook
Spanish Language
Persuasion

Equis’ Latino Playbook: Language Edition

September 1, 2023
The language edition of the Playbook makes the case for increased investment in Spanish-language outreach to more than just the Spanish-dominant.
Election Analysis
Midterms Elections
Spanish Language
Abortion
Immigration
Economy

2022 Post-Mortem: Latino Voters & the Case of the Missing Red Wave

June 6, 2023
A high-level analysis of Latino voter trends in the 2022 election.
Messaging
Midterms Elections
Disinformation
Digital Mode
2022 Cycle
Equis Labs (c)(4)

Moving the Needle on Uncertainty: The Role of Trusted Messengers in Countering Disinformation

October 1, 2022
To shed light on the efficacy of three messenger personas in shaping reactions to false narratives, Equis conducted a panel test of 5,516 Latino adults in the United States in partnership with Civis Analytics.
Election Analysis
Midterms Elections
Gun Safety
Abortion
Economy
Disinformation

Equis 2022 Fall Election Memo

September 19, 2022
To help reporters and advocates contextualize the Latino vote in the last days of the 2022 midterm election.
Language
Midterms Elections
Spanish Language
Economy
Digital Mode
Persuasion

Spanish Language Memo

September 7, 2022
The purpose of this memo is to support our partners both in making the case for increased funding for Spanish-language programs and in improving outreach to these under-engaged voters. This memo summarizes where Spanish-dominant Latinos stand today, why they are a critical segment of the vote, and which best practices — in targeting, messaging and content creation— can be easily applied during the last weeks of the 2022 midterms.
Issues
Midterms Elections
Abortion
Economy
Gender
Equis State Series (XSS)

Equis Key State Series-2022 Abortion Memo

September 6, 2022
Equis Research is going into its vault and releasing data that had previously only been available to its subscribers around abortion.
Issues
Midterms Elections
Immigration
Economy
Equis State Series (XSS)
Persuasion

Equis Key State Series-2022 Immigration Memo

September 6, 2022
Equis Research is going into its vault and releasing data that had previously only been available to its subscribers around immigration.
Issues
Midterms Elections
Gun Safety
Economy
Equis State Series (XSS)
Persuasion

Equis Key State Series- 2022 Gun Safety Memo

September 6, 2022
Equis Research is going into its vault and releasing data that had previously only been available to its subscribers around gun safety.
Election Analysis
Persuasion
Mobilization
Equis Research

Insights from the Latino Political Participation Poll

September 1, 2022
Insights from a study of social and psychological factors that impact voting, along with a segmentation of Latino non-voters, both based on a national poll of 2,800 eligible Latino voters.
Election Analysis
Mobilization
Equis Research

For Organizers: Considerations for Latino Mobilization

September 1, 2022
Ideas for organizers to consider in their programs to mobilize Latinos. They build on results from a national poll of 2,800 eligible Latino voters that looked to identify actionable factors to explain the Latino turnout gap.
Language
Midterms Elections
Gun Safety
Spanish Language
Abortion
Immigration

Spanish Language Recommendations and Glossary

September 1, 2022
This guide is meant to help you evaluate how you approach Spanish content, give you a foundation of terminology in Spanish used in politics in the United States, and provide you with general considerations to keep in mind.
Messaging
Midterms Elections
Economy
Digital Mode
Persuasion
2022 Cycle

2022 Midterm Persuasion Messaging For Latino Voters

September 1, 2022
These messsaging recommendations are based on a poll conducted by Avalanche Insights in partnership with Equis Labs. Some of the messaging tested was in part sourced from the insight created by the Winning Jobs Narrative and Somos Votantes.
Language
Spanish Language
Digital Mode
Persuasion
Mobilization
Equis Institute (c)(3)

Revisiting the Use of Spanish in Digital Outreach

June 1, 2022
A two-part experiment to answer some key questions about how we use Spanish-language messaging in our outreach to Latino audiences.
Messaging
Midterms Elections
Digital Mode
Persuasion
2022 Cycle
Equis Labs (c)(4)

Handle with “Care?”: A Key to Midterm Persuasion for Latino Voters

February 2, 2022
With the Dems care test we were aiming to understand and prove the existence of a “care connection" – the idea that increasing agreement that a political party or candidate cares about people like them would also increase Democratic support.
Messaging
Persuasion
Mobilization
Equis Labs (c)(4)

Spanish Economic Messaging for Latinos

February 2, 2022
Somos Votantes, Equis Labs, and Winning Jobs Narrative
Recognizing the massive importance of the economy to determine the results of the election, we partnered with Somos Votantes and Winning Jobs Narrative to test effective Spanish-first messaging related to the state of the economy, hoping to develop successful frameworks for messaging around the economy and other salient issues.
Issues
Midterms Elections
Disinformation
Digital Mode
Equis Research
Equis Institute (c)(3)

On Latinos, Misinformation and Uncertainty: New Polling Insights

February 1, 2022
This survey helps us understand the pervasiveness of false information circulating in Latino information spaces, and the extent to which false narratives — whether spread with intent to deceive or not — take hold.
Targeting
Midterms Elections
Spanish Language
Socialism
Disinformation
Digital Mode

El Nuevo Noticero: Mapping 4 information ecosystems for Latinos on Youtube

January 1, 2022
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.
Targeting
Midterms Elections
Digital Mode
Persuasion
Mobilization
2022 Cycle

Using WhatsApp for Voter Engagement

January 1, 2022
We have compiled existing resources to help organizations interested in using WhatsApp to reach Latinos this cycle.
Targeting
Midterms Elections
Spanish Language
Disinformation
Digital Mode
2022 Cycle

Latinos and a Growing Crisis of Trust

January 1, 2022
A Landscape Analysis of Disinformation, Propaganda, and Hyper-Partisan Narratives in Latino Spaces Online
Targeting
Midterms Elections
Digital Mode
Mail Mode
Canvass Mode
Persuasion

Latino Data Revisted: Digital Edition

January 1, 2022
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.
Election Analysis
Presidential Elections
Economy
Socialism
Post Mortem
2020 Cycle

2020 Post-Mortem (Part Two): The American Dream Voter

December 1, 2021
Part Two of a post-mortem on the Latino vote in the 2020 election.
Election Analysis
Presidential Elections
Economy
Socialism
Post Mortem
Persuasion

2020 Post-Mortem (Part One): Portrait of a Persuadable Latino

April 1, 2021
A post-mortem of the Latino vote in the 2020 election, specifically geared toward (a) documenting where Trump and the GOP made gains with Latino voters (and where they didn’t), and (b) trying to explain that movement.
Election Analysis
FL
2020 Cycle
Presidential Elections
Socialism
Equis Labs (c)(4)

Florida: Background on the LatAm Vote

October 1, 2020
Some resources on the LatAm vote for observers in the media or in advocacy groups.
Targeting
Presidential Elections
2020 Cycle
AZ
FL
PA

Final Vote Simulations for AZ, FL, PA and TX

October 1, 2020
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.
Targeting
Equis Research

Latino Vote Simulations in Five States

September 1, 2020
Benchmarking where and when the Latino vote could be pivotal in the 2020 election.
Targeting
Midterms Elections
Spanish Language
Disinformation
Digital Mode
Mail Mode

Vote by Mail Test with SEIU

August 1, 2020
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.
Messaging
Mobilization
Equis Labs (c)(4)

Puerto Rican Online Voter Registration Test with Hispanic Federation and Mi Familia Vota

July 30, 2020
Hispanic Federation, Equis Labs, and Mi Familia Vota
To boost Puerto Rican voter registration in Florida, we ran a two-part test with Hispanic Federation and Mi Familia Vota. We worked with Hispanic Federation to develop six videos to test first in a panel environment with Civis Analytics, and then as part of an actual digital Facebook ad program with Mi Familiar Vota.
Election Analysis
Equis Labs (c)(4)
Equis Research

Florida: Deep-Dive on the Cuban Vote

July 1, 2020
A survey of Cuban-American voters in Florida conducted in November 2019, along with focus groups from both (September 2019) and (June 2020).
Election Analysis
Presidential Elections
2020 Cycle
AZ
CO
FL

11-State Check-In Poll (May 2020)

May 1, 2020
Equis and Targetsmart fielded a hybrid SMS/phone survey in 11 states in the early months of the COVID pandemic (April 20-May 6, 2020).
Election Analysis
Presidential Elections
Persuasion
Mobilization
2020 Cycle
AZ

The Latinx Vote in 2020 (Part I): the Post-Primary State of Play

April 1, 2020
The Equis Research team is digging into its data to provide context on the Latinx vote in 2020’s presidential election. This is the first post in the series.
Targeting
Equis Research

What Media Matters for Latinx Americans? Mapping media consumption across TV, the internet, and the news

April 1, 2020
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.
Election Analysis
Presidential Elections
Post Mortem
Persuasion
Mobilization
2020 Cycle

The Latinx Vote in 2020 (Part II): Growing the Pie

April 1, 2020
The Equis Research team is digging into its data to provide context on the Latinx vote in 2020's presidential election. This is the second post in the series.
Targeting
Presidential Elections
Spanish Language
Digital Mode
Persuasion
Mobilization

A Guide to Progressive Organizers Working with Latinx Communities

April 1, 2020
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.
Election Analysis
Presidential Elections
Abortion
Immigration
Gender
2020 Cycle

Latina Voters in 2020 (March 2020)

March 3, 2020
A snapshot of the political views of Hispanic women, on presidential vote choice and motivation to vote.
Messaging
Digital Mode
Persuasion
Mobilization
2020 Cycle
Equis Labs (c)(4)

Project Gigante

January 1, 2020
Somos Votantes and Equis Labs
In Project Gigante, we set out to run large-scale tests to unearth data-driven best practices on digital content creation for Latino subgroups that could be implemented by a variety of organizations. Specifically we wanted to identify the combinations of message, messenger, and tone that are most likely to increase engagement and enthusiasm among subsets of Latino voters, such as Latinas, or young voters, or the unregistered.
Election Analysis
Presidential Elections
2020 Cycle
Equis Research

2019 November Poll

November 1, 2019
In this survey, Trump's character is an issue. Latino voters across the board signal they are most concerned about his moral character and stance on immigration.
Election Analysis
Presidential Elections
2020 Cycle
AZ
CO
FL

2019 October Poll

October 1, 2019
In this survey, Latino support for Trump wanes as Hispanics from across all surveyed states say discrimination has gotten worse under the administration. Latinas continue to lead.
Election Analysis
Presidential Elections
2020 Cycle
AZ
CO
FL

Solving for X in 2020 (October 2019)

October 1, 2019
An overview of the largest Latinx-focused research project of the 2020 cycle.
Election Analysis
Presidential Elections
2022 Cycle
AZ
CO
FL

Battleground Baseline Survey of Latinx Voters (August 2019)

August 1, 2019
In summer 2019, Equis Research and Somos Votantes launched the Latinx Polling Exchange -- a deep research project focused on creating a better understanding of Latinx voters in 2020 and beyond. Our baseline poll surveyed 8,100 registered voters in 11 states (NM, NV, CO, AZ, TX, FL, NC, VA, MI, WI and key CA districts).
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Trump made gains with Latinos, those gains did not decide Trump victory

Election Analysis
2024 Cycle
Presidential Elections
Abortion
Immigration
Economy

Latino Update September 2024

An update on Latino voters, fielded after the first Presidential Debate featuring Vice President Kamala Harris and Donald Trump.
Election Analysis
2024 Cycle

2024 Ad Tracker

Including electoral persuasion and mobilization spending in Presidental, Senate, and House races on Facebook, Google, Snapchat, Linear and CTV launched on or after 2024-07-22.
See more

Equis Latino Playbook

Equis is proud to present our Latino Playbook – a foundational guide for Latino messaging and media. The Playbook is a collection of Latino-specific research, insights, and best practices, completed in advance of the 2024 presidential election. We made this guide with practitioners in mind - those leading strategy and execution of Latino paid media and voter contact programs. Here, you will find best practices for persuading and mobilizing Latino audiences, particularly those that have been most neglected by campaigns in the past. The Playbook is meant to be a resource that you can consult for years to come.

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Stay in the loop with Equis

Equis is a set of organizations working to create a better understanding of Latinos, innovate new approaches to reach and engage them, and invest in the leadership and infrastructure for long-term change and increased engagement.

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