WPA Intelligence has developed models and modeled audience tags for voters across the country. Every universe defined below can be subset according to any demographic group or political geography, from gender and age group to state, Congressional District, and State Legislative District. These universes can also be combined with each other for richer targeting – for example, offline activists who want to protect Medicaid.

This data dictionary is intended to provide a summary of available audiences with brief definitions.

CORONAVIRUS SEGMENTS




Airline Travel China Defender Coronavirus Turnout
When adults will travel on planes after the coronavirus pandemic ends. Voters who are offended that China is being blamed for the coronavirus pandemic. Voters who are less likely to turnout to vote on Election Day due to the coronavirus pandemic.



Dine Out Hold China Accountable Hotel Stay
When adults will dine out after the coronavirus pandemic ends. Voters who blame China for the coronavirus pandemic and want to hold them responsible. When adults will stay in a hotel after the coronavirus pandemic ends.



Movie Theater School Sporting Events
When adults will see a movie in a theater after the coronavirus pandemic ends. When adults will send their child(ren) back to school after the coronavirus pandemic ends. When adults will attend sporting events after the coronavirus pandemic ends.


Vote by Mail Vote in Person
Voters’ propensity to vote if their state moved to all mail-in ballots. Voters who would prefer to cast their ballot in person, even if their state gave them an option to vote by mail due to coronavirus.


CULTURAL TRIBALISM


Anti-Sexism

Christianity Defenders

Cleopatra
Anti-Sexism Christianity Defenders Cleopatra
Voters who are angry about everyday sexism. Voters who are angry because they believe Christianity is under attack. Voters who believe the world would be better if it were run by women.

Embarrassed by Party


Immigration
Embarrassed by Party Gun Culture Immigration Hawks
Voters who are often embarrassed by the actions of their political party. Voters’ beliefs surrounding guns and their use. Voters with a strong emotional tie to tough immigration policies.


Support Life


Oppose Racial Preferences Pro-Life Stance Trump Effect
Voters who oppose racial preferences. Voters who are emotionally committed to their pro-life ideology. Voters who will support/oppose an issue or candidate due to President Trump’s endorsement.


MEDIA CONSUMPTION HABITS & OPTIMIZATION INDICATORS


Cable Subscribers

Christian Radio

Conservative Talk
Cable Subscribers Christian Radio Conservative Talk
Individuals who are likely to use Cable as their primary use for watching TV. These voters listen to Christian radio at least once per week. These voters listen to conservative talk radio at least once per week.

Cord Cutters

Country Radio

Delayed TV Viewers
Cord Cutters Country Radio Delayed TV Viewers
Voters who do not watch television by traditional means, and thus will not see television advertising. These voters listen to Country radio at least once per week. Voters that are likely to watch TV recorded on DVR.

Local Sports Talk

Offline Activists

Online Activists
Local Sports Talk Offline Activists Online Activists
These voters listen to local sports talk radio at least once per week. On issues they care about, these voters are likely to call or write to politicians. On issues they care about, these voters are likely to contact politicians online.

Streaming

Satellite Subscribers

Streaming
Premium Streaming Services User Satellite Subscribers Streamed Music Listeners
Voters that are likely to use premium streaming services to get their entertainment. Individuals who are likely to use Satellite as their primary use for watching TV. Voters that are likely to use stream music as their primary means of listening to music.

Streaming
Streamed Video Viewers
Voters that are likely to stream video as their primary means of watching TV.


NATIONAL ELECTORATE SEGMENTS


Disengaged Republicans

Generic Congressional Ballot

GOP Mobilization Targets
Disengaged Republicans Generic Congressional Ballot GOP Mobilization Targets
Voters who are Republican and voted in 2016, but not 2018. Party preference if Congressional elections were today. Republican voters who need encouragement to vote.

Millennial Persuasion Targets


2020 Turnout Segements
Millennial Persuasion Targets Partisan Downshifters Persuasion Targets
Millennial voters who could be persuaded to vote either way. Voters who are persuadable and have moved away from their Party since 2016. Voters who could be persuaded to vote either way.



Trump Job Approval
Republican Growth Prospects Swing Women Trump Approvers
Those within various ethnic demographics with which Republicans have the potential to grow. Women voters who are likely to vote, but could be persuaded to vote either way. Voters who approve of the job President Trump is doing.


NATIONAL POLICY SEGMENTS



Climate Regulators

Criminal Justice Reform
American Self-Sufficiency Voters Climate Change Criminal Justice Reform
Voters who believe the United States should be able to meet its own needs without relying on exports. Voters’ beliefs surrounding climate change and the need for regulations. Voters who support criminal justice reform and the prioritization of re-entry or sentencing reform.

Trade


Support Life
Free Trade Impeachment Opposers Support Life
Voters beliefs surrounding free trade and its impact on America. Voters who opposed the impeachment of President Trump. Voters who prefer Pro-Life candidates to Pro-Choice.

Tax Reform
Tax Reform
Voters who support President Trump and/or GOP members of Congress more due to tax reform.


REPUBLICAN ELECTORATE SEGMENTS


America Firsters

Compassionate Conservative

Moderates
America Firsters Compassionate Conservatives Conservative Voters
Republican voters who strongly support the America First Agenda. Republican voters who are highly-religious Christians that have a compassionate conservative worldview. Republican voters who are Tea Party supporters, but are not Evangelical.

Culture Warriors

Disenchanted Establishment


Culture Warriors Disenchanted Establishment Establishment Conservatives
Republican voters who are conservative ideologically, highly religious, and are most interested in fighting the culture war. Republican voters who are moderate to somewhat conservative ideologically and are disenchanted with President Trump. Republicans who generally prefer candidates who are endorsed by establishment Republican leaders, such as Paul Ryan and Mitch McConnell.

Trump Job Approval

Active Evangelicals

Free Market Conservatives
Establishment Trumpers Evangelical Activists Free Market Conservatives
Republican voters who are moderate to somewhat conservative ideologically, non-religious, and still positively align with the Traditional Republican Party and Donald Trump Movement. Republican voters who are Evangelicals and also Tea Party supporters. Republican voters who are conservative ideologically and primarily focused on economic freedom and defending the Constitution.

Moderate Globalists

Moderates


Moderate Globalists Moderate Voters Movement Conservatives
Republican voters who are moderate ideologically, non-religious, and have a strongly globalist worldview. Republican voters who are more likely to be Traditional Republicans. Republican voters who generally prefer candidates who are endorsed by movement conservative leaders, such as Ted Cruz and Rand Paul.


Red Team Christians


Populism Index Red Team Christians Religiosity Index
The extent to which Republicans are motivated by populist messaging. Republican voters who are conservative ideologically and are loyal partisans. The extent to which Republicans are religiously active.




Republican Ideologues Republican Trump Loyalists Swing Christian Voters
Republican voters who would prefer to see Republicans in Congress stand up for their principles even if it means opposing President Trump. Republican voters who would prefer to see Republicans in Congress support the Trump agenda, even when they disagree with it. Republican voters who are practicing Christians and could be persuaded to vote either way.


REPUBLICAN POLICY SEGMENTS


Wall

Climate Regulators

Corporate Welfare
Border Wall Climate Change Corporate Welfare Index
Republicans’ beliefs surrounding the building of a wall on the Mexican border. Republicans’ beliefs surrounding climate change and the need for regulations. Republicans’ strength and consistency of support across several corporate welfare policies.


Debt Ceiling


DACA Debt Ceiling Deportation
Republicans’ beliefs surrounding DACA. Republicans’ beliefs surrounding the debt ceiling and the need for conditions. Republicans’ beliefs surrounding the deportation of illegal immigrants.

Government Shutdown

spending

Immigration
Government Shutdowns Government Spending Immigration Index
Republicans’ beliefs surrounding government shutdowns and the extent to which they are a cause for concern. Republicans’ beliefs surrounding the budget deficit and its value over defense and entitlement spending. Republicans’ beliefs surrounding immigration policies.

Infrastructure

Health Care

Health Care
Infrastructure Insurance Mandators Marijuana
Republicans’ beliefs surrounding government spending or the use of gas tax revenue to improve roads, highways, and airports. Republicans who approve of the current law that prevents health insurance companies from raising insurance rates or denying coverage for Americans with pre-existing conditions, even if it causes other Americans to have higher rates and deductibles. Republicans’ beliefs surrounding marijuana use and its legality.

equality

Health Care

Protect Confederate Statues
Marriage Medicaid Protectors Monuments
Republicans’ beliefs surrounding marriage laws. Republicans who want to protect federal funding for Medicaid, a government program that helps pay for healthcare for low income Americans. Republicans’ beliefs surrounding the removal or preservation of Confederate monuments.


Health Care


National Security Obamacare Sympathizers Political Knowledge Index
Republicans’ beliefs surrounding national security and the extent to which America should involve itself with other countries. Republicans who believe it is the responsibility of the federal government to guarantee that everyone has health care coverage, and that we should protect the level of coverage and funding Obamacare provides. The extent to which Republican voters are politically informed.

Strong america

Regulators


Privacy Regulations Religious Tolerance
Republicans’ beliefs surrounding privacy and its value when compared to security. Republicans’ beliefs surrounding government regulation of business. Republicans who are tolerant of Muslims and think the Islamic worldview does not encourage violence more than others.

life

School Choice

Taxes
Reproductive Policies School Choice Taxes
Republicans’ beliefs surrounding abortion and its legality. Republicans’ beliefs surrounding school choice and the use of vouchers. Republicans’ beliefs surrounding tax rates.

Term Limits

Trade
Term Limits Trade
Republicans’ beliefs surrounding term limits for politicians. Republicans’ beliefs surrounding free trade and its implications for America.