Resonate Announces Fresh Insights on North Carolina Voters

With swing states, indies, persuadables and undecideds all at the epicenter of the Trump and Clinton presidential campaign strategies, Resonate, Inc. today unveiled exclusive insights from its proprietary research that shed important light on how campaigns can persuade North Carolina’s voters, down to the congressional district level.

Resonate is a leading provider of intelligence-to-activation technology that helps political campaigns and advocacy organizations identify and target audiences based on the issues that matter to them the most.

“Swing Factors” for North Carolina from Resonate’s research are:

North Carolina Fact #1: Voters are vocal participants in the political process.

Voters in North Carolina are 4% more likely to both follow an issue and also attend a public meeting. 30% of the population use their voices by contacting politicians and sharing their thoughts online. They are less likely than the average voter to give money to charities (6%) and to contribute to causes (14%).

North Carolina Fact #2: Most voters are supportive or persuadable of decriminalizing recreational marijuana use.

40% of North Carolina voters support the legalization of marijuana for general recreational use, while just 23% oppose it.  The remaining 37% consider themselves persuadable on the issue.

North Carolina Fact #3: People in North Carolina are more likely to not have health insurance.

10% of the North Carolina voters have no health insurance and they are 50% more likely than the average registered voter to not have health insurance. They are, on the other hand, 40% more likely to have military or other types of health coverage. They are 9-10% less likely to have employer-provided or rely on Medicare and Medicaid benefits.

North Carolina Fact #4: Terrorist and domestic threats are the greatest concern to voters.

While North Carolina voters are 42% less likely than the average U.S. voter to view environmental threats such as climate change as the biggest threat to the U.S, a large percentage of people in the state view domestic threats such as the economy (24%) and terrorist threats such as ISIS and Al Qaeda (54%) as large concerns.

Campaigns Can Take Advantage of Significant Variances by Congressional District

According to Resonate Vice President of Client Solutions, Gary Sherwood, when developing state-level message and targeting strategies, campaigns should be mindful of geographic differences, down to the congressional level. “Here’s a great example of variances by district,” said Sherwood. “While the statewide population of North Carolina is more likely to have insurance provided by the military, NC-6 is less likely to have military insurance. NC-3, by contrast, which lines the coat of North Carolina, is much more likely to have military insurance.”

Resonate data such as the examples above can be quickly activated for digital media targeting and informing both online and offline creative strategy. Targeting voters based on values and the issues they care most passionately drive the most efficient and impactful mobilization.

Source: All data is based on Resonate’s survey of 5,257 North Carolina Voters, April 2016

About Resonate

Resonate offers a powerful consumer intelligence-to-activation technology that has helped hundreds of organizations more fully understand and connect with their audiences based on the underlying motivations and values that drive their decisions to buy or support certain candidates, causes and brands.

Founded in 2008 and headquartered in Reston, Virginia, Resonate is privately held and backed by Revolution Growth, Greycroft Partners, and iNovia Capital.