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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 New Hampshire 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 New Hampshire from Resonate’s research are:
New Hampshire Swing Fact #1: New Hampshire voters are 21% more likely than the average U.S. voter to care about bipartisanship when deciding on a candidate.
While both senate candidates in New Hampshire have highlighted their bipartisan credentials on the campaign trail, Kelly Ayotte was ranked by the Lugar Center as the 7th most bipartisan Senator in the 113th Congress. Senator Ayotte should continue to highlight her bipartisan record in a historically partisan U.S. Senate.
New Hampshire Swing Fact #2: 40% of New Hampshire voters support the legalization of marijuana.
While 40% of voters support marijuana legalization, 25% of voters remain opposed to the idea and almost 1/3 of all voters have yet to decide how they feel about marijuana legalization. For the organizations running marijuana legalization campaigns in New Hampshire, they should be targeting that 1/3 voter bloc.
New Hampshire Swing Fact #3: Over half of New Hampshire voters care about where a candidate stands on healthcare issues when deciding on who to vote for.
Voters are also 25% more likely to have employer-provided health insurance and 11% less likely to have purchased health insurance through healthcare.gov. These facts indicate that changes to employer based healthcare will impact New Hampshire voters much more than changes to the Affordable Care Act. Are the candidates getting it right?
New Hampshire Swing Fact #4: New Hampshire voters care about LGBT rights and gender and race equality.
Voters in New Hampshire are 33% more likely than the average U.S. voter to care about LGBT rights and 31% of all New Hampshire voters are engaged in gender and race equality issues.
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. “The majority of New Hampshire citizens are registered to vote and New Hampshire had roughly 70% voter turnout in the last 4 presidential cycles, although citizens residing in NH-01 are more likely to be registered than those who reside in the state’s other congressional district, NH-02.”
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 868 New Hampshire 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.
