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 - particularly those leading strategy and execution of Latino paid media and voter contact programs.
Equis’ Latino Playbook includes research and recommendations for:
- Persuasion and mobilization messaging
- Messengers and content styles
- Spanish, bilingual and Spanglish communications
- Targeting Latinos online
- Selecting geographies for Latino outreach
- Media consumption
Latinos are one of the last great wildcards in American politics. There is tremendous opportunity to persuade and mobilize this key constituency in a hyper-polarized electorate.
We believe the insights provided here will enhance your Latino programming, build more effective campaigns with Latinos’ priorities in mind, and boost Latino voter participation for cycles to come.
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We work toward a more sophisticated understanding of the experiences, issue preferences, and political identities of Latino and Hispanic voters.
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Election Analysis
Memo: Latino Voters in Arizona September 2025
This memo summarizes key findings from a statewide poll of 600 registered Latino voters in Arizona, conducted September 18-23, 2025. The poll has a margin of error of ± 4.0 pp. This research was conducted by Equis Research in partnership with Progress Arizona and the Copper State Research Consortium. Arizona has approximately 1.3 million eligible Latino voters — 25% of the state’s potential electorate — positioning Latino voters to once again play a decisive role in Arizona elections. This poll explores how Arizona's Latino voters are evaluating the current political landscape, including the state's gubernatorial race, economic priorities, immigration enforcement, and views on Trump's presidency.
Election Analysis
Memo: Summer 2025 Latino PulseCheck
This memo summarizes key findings from a national poll of 2,000 registered Hispanic voters, with an oversample in competitive congressional districts that are at least 10% Latino by eligible population. This poll was conducted July 21-31, 2025 and has a margin of error of ± 2 pp
Issues
July 2025 Poll on Latinos, Trump and the Economy
This memo summarizes key findings from a national poll of 1,614 registered Hispanic voters, conducted with Data for Progress from July 7 to 17, 2025. This poll has a margin of error of ± 2 pp.
Messaging
2025 Immigration Message Test
Methodology: We tested 7 immigration messages with Swayable using randomized controlled trial (RCT) survey experiments to see which was best at shifting Trump approval. These messages were tested in English and Spanish. The tests ran from July 3 to July 9 nationally. We collected a total of 16,580 responses, with 11,852 English responses and 4,728 Spanish responses.
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.