We maintain and regularly update a wide variety of audiences and models nationwide so you deliver the right message to the right audience.

Whether you are working to build a winning campaign or a successful product launch, we can help you find the key motivators in your target audience. Don’t talk abstractions or count on “e-mail blasts” and broad messages, talk directly to individuals about what matters most to them.

Our databases have the most up-to-date information about what will move your cause forward. See examples of how we segment large populations into targeted groups ready to hear your message using the map below.


WPA Intelligence Data Dictionary

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 Replace Obamacare.

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

2020 TURNOUT SEGMENTS


Disengaged Republicans

GOP Downshifters

Disengaged Democrats
Disengaged Republicans GOP Downshifters Democrat Downshifters
Voters who are persuadable and have moved away from the Republican Party since 2016. Voters who are persuadable and have moved away from the Democrat Party since 2016. Voters in the middle who can be persuaded to vote either way.

2020 Turnout Segements

Millennial Persuasion Targets

GOP Mobilization Targets
Persuasion Targets Millennial Persuasion Targets GOP Mobilization Targets
Voters who are Republican and voted in 2016 but not 2018. Millennial voters who could be persuaded to vote either way. Republican voters who need encouragement to vote.

Likely Voters

Persuasion Targets

Turnout Targets
Likely Voters Persuadables Turnout Targets
These individuals are registered to vote and are more likely than not to vote in 2020. These individuals are registered to vote and are likely to vote in 2020 if targeted appropriately with messaging or other campaign efforts. These individuals are registered to vote but are not likely to vote in 2020 even if they are targeted with messaging or other campaign efforts.

ISSUE SEGMENTS


Generic Congressional Ballot

Support Life

Support Life
Generic Congressional Ballot Support Life Pro-Life Stance
Party preference if congressional elections were held today. Voters who prefer pro-life candidates to pro-choice candidates. Voters that are emotionally committed to their pro-life ideology.

Trump Job Approval

Cleopatra

Anti-Sexism
Trump Job Approval Cleopatra Anti-Sexism
Voters who approve of President Trump’s job in office. Voters who believe that the world would be better if it were run by women. Voters who are angry about everyday sexism.

Me Too/Times Up

Embarrassed by Party

Criminal Justice Reform
Me Too/Times Up Embarrassed by Party Criminal Justice Reform
Voters who support federally mandated sexual harassment training in the workplace. Voters who are often embarrassed by the actions of their political party. Voters who support criminal justice reform.

Criminal Justice Reform

Criminal Justice Reform

Criminal Justice Reform
Criminal Justice Reform: Priority Criminal Justice Reform: Sentencing Criminal Justice Reform: Re-entry
Voters who likely believe criminal justice reform should be a priority. Voters who likely believe that criminal justice reform and sentencing reform should be a priority. Voters who likely believe that criminal justice reform and re-entry reform should be a priority.

Criminal Justice Reform

Preserve Obamacare

Replace Obamacare
SCOTUS Preserve Obamacare Replace Obamacare
Voters likely to support a candidate or member of Congress who back President Trump’s Supreme Court nominee. Voters who want to keep Obamacare mostly as is. These voters prefer to replace Obamacare with conservative policies.

Debt Ceiling Opposition

Christianity Defenders

Tax Reform
Debt Ceiling Opposition Christianity Defenders Tax Reform: Drive Trump Support
Given the choice, these voters oppose raising the debt ceiling. Voters who are angry because they believe Christianity is under attack. Voters who support President Trump more due to tax reform.

Tax Reform
Tax Reform: Drive Congress Support
Voters who support GOP members of Congress more due to tax reform.

MEDIA HABIT SEGMENTS


Delayed TV Viewers

Streaming

Streaming
Delayed TV Viewers Streamed Video Viewers Streamed Music Listeners
Voters that are likely to watch TV recorded on DVR. Voters that are likely to stream video as their primary means of watching TV. Voters that are likely to stream music as their primary means of listening to music.

Streaming


Premium Streaming Service User Fox News Viewers Fox News Viewers: Cable
Voters that are likely to use premium streaming services to get their entertainment. Voters that are likely to watch Fox News as their primary television news. Voters that are likely to watch Fox News as their primary televison news, through cable.


Offline Activists

Online Activists
Fox News Viewers: Satellite Offline Activists Online Activists
Voters that are likely to wath Fox News as their primary television news, through satellite. 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.

Cord Cutters

Cable Subscribers

Satellite Subscribers
Cord Cutters Cable Subscribers Satellite Subscribers
These voters are more likely to be reached via mobile device than cable television. Individuals who are likely to use cable as their primary use for watching TV. Individuals who are likely to use satellites as their primary use for watching TV.

Public Broadcast

Local Sports Talk

Conservative Talk
Public Broadcats Local Sports Talk Conservative Talk
These voters listen to public broadcast radio at least once per week. These voters listen to local sports talk radio at least once per week. These voters listen to Conservative talk radio at least once per week.

Christian Radio

Pop Hits

Country Radio
Christian Radio Pop Hits Radio Country Radio
These voters listen to Chrstian radio at least once per week. These voters listen to pop hits radio at least once per week. These voters listen to country radio at least once per week.

GOP IDEOLOGICAL SEGMENTS


Moderates

Active Evangelicals

Evangelicals
Moderates Active Evangelicals Evangelicals
This group represents voters who are more likely to be Traditional Republicans. They identify as moderate on both social and economic issues. This group represents voters who are Evangelicals and also Tea Party supporters. They identify as very or somewhat conservative on both social and economic issues. This group represents voters who are Evangelicals, but are not Tea Party supporters. They are closer to Traditional Republicans and identify as very or somewhat conservative on both social and economic issues.

Libertarian Moderates

Conservative Moderates

Conservatives
Libertarian Moderates Conservative Moderates Conservatives
This group represents voters who have a mixed relationship with the Tea Party and identify as conservative on economic issues, but are moderate or liberal on social issues. This group represents voters who are closer to Traditional Republicans but are not Tea Party or Evangelical. They identify as conservative on social issues and are mixed on economic issues. This group represents voters who are Tea Party supporters, but are not Evangelical. They identify as conservative on social issues and are highly correlated with conservatives on economic issues.

America Firsters

Compassionate Conservative

Culture Warriors
America Firsters Compassionate Conservatives Culture Warriors
This group represents voters who strongly support the America First Agenda. These voters self-identify as members of the Donald Trump Movement. They prioritize economic and defense issues the most, and consider social issues to be the least important. This group represents Republican voters who are highly religious Christians that have a compassionate conservative worldview. These voters align most closely with the Traditional Republican Party, however they consider economic issues to be the least imporant. This group represents Republican voters who are conservative idologically, highly religous, and are most interested in fighting the culture war. They strongly identify as members of the Donald Trump Movement and Tea Party.

Disenchanted Establishment

Trump Job Approval

Free Market Conservatives
Disenchanted Establishment Establishment Trumpers Free Market Conservatives
This group represents Republican voters who are moderate to somewhat conservative ideologically and are disenchanted with Donald Trump. These voters positively align with the Traditional Republican Party, and prefer primary candidates supported by establishment leaders. This group represents Republican voters who are moderate to somewhat conservative ideologically, non-religious, and still positively align with the Traditional Republican Party and Donald Trump Movement. They are one of the most socially liberal classes of Republican voters and consider social issues to be the least important. This group represents Republican voters who are conservative ideologically and primarily focused on economic freedom and defending the Constitution. These voters positively self-identify as Libertarian Republicans and members of the Tea Party.

Moderate Globalists

Red Team Christians
Moderate Globalists Red Team Christians
TThis group represents Republican voters who are moderate ideologically, non-religious, and have a strongly globalist worldview. These voters do not self-identify with common Republican labels. This group represents Republican voters who are conservative ideologically and are loyal partisans. These voters strongly align with both the Traditional Republican Party and Donald Trump Movement. Although these voters are religious, they focus on economic and defense issues and consider social issues to be the least important.

GOP ISSUE SEGMENTS


Ban Human Embryo Sales

Defund Planned Parenthood

No Congressional Exemption
Ban Human Embryo Sales Defund Planned Parenthood No Congressional Exemption From Laws
Voters who believe selling human embryos violate the sanctity of life of the unborn. Voters who want to prevent taxpayer dollars from flowing to Planned Parenthood. Voters who want to block any exemptions or loopholes for elected officials.

Preserve Religious Liberty

Protect Confederate Statues

Protect Second Amendment
Preserve Religious Liberty Protect Confederate Statues Protect Second Amendment
Voters who want to protect “under God” in the Pledge of Allegiance and displays of the Ten Commandments on government property. Voters who value the culture and history behind Civil War monuments. Voters opposed to infringements on their right to keep and bear arms.

Return Federal Lands

Stop Executive Amnesty

Stop Iran Nuclear Deal
Return Federal Lands Stop Executive Amnesty Stop Iran Nuclear Deal
Voters opposed to federal government land grabs in the West. Voters opposed to amnesty for illegal immigrants and unconstitutional amnesty. Voters opposed to President Obama’s nuclear deal with Iran.

Stop Refugee Resettlement

Term Limit Congress

Climate Regulators
Stop Refugee Resettlement Term Limit Congress Climate Regulators
Voters concerned about preventing unidentifiable Syrian refugees from threatening national security. Voters who want to prevent the entrenchment of career politicians in Washington. Republican voters who believe the Earth’s climate is changing mostly due to human activity and support using regulations and international agreements to address it.

Climate Regulators

Climate Regulators

Corporate Welfare
Climate Non-Regulators Climate Skeptics Corporate Welfare
Republican voters who believe the Earth’s climate is changing mostly due to human activity, but still oppose using regulations and international agreements to address it. Republican voters who never or rarely vote and are unlikely to vote in the 2020 election. The Corporate Welfare Index measures each individual’s strength and consistency of support across several corporate welfare policies.

Debt Ceiling

Debt Ceiling

Debt Ceiling
Debt Ceiling Debt Ceiling: Clean Increase Debt Ceiling: With Conditions
Modeled segments on how Republicans view debt ceiling increases. Republican voters who support increasing the debt ceiling with no conditions attached to it. Republican voters who support increasing the debt ceiling only if there are significant spending cuts.

Debt Ceiling

Government Shutdown

Government Shutdown
Debt Ceiling:No Increase Shut it Down Keep it Open
Republicans who oppose raising the debt ceiling. Republicans who are likely to see a government shutdown as a minor problem or no problem at all. Republicans who are likely to see a government shutdown as a major problem or crisis.

Guns

Guns

Health Care
Gun Defenders Gun Grabbers Medicaid Protectors
Republicans who most strongly support the Second Amendment based on our gun rights index. Republicans who most strongly oppose the Second Amendment based on our gun rights index. Republicans who want to protect federal funding for Medicaid.

Health Care

Immigration

Immigration
Insurance Mandators Immigration Hawks Amnesty Supporters
Republicans who approve 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 who most strongly support tough immigration policies based on our immigration index. Republicans who oppose tough immigration policies based on our immigration index.

Immigration

Immigration

Wall
Support DACA Oppose DACA Support Border Wall
Republicans who support allowing those brought to the country illegally as children to stay. Republicans who oppose allowing those brought to the country illegally as children to stay. Republicans who support building a wall on the border with Mexico.

Wall

Infrastructure

Infrastructure
Oppose Border Wall Road Builders Fiscal Road Hawks
Republicans who oppose building a wall on the border with Mexico. Republicans who support the federal government spending $1 trillion to improve roads, highways, and airports. Republicans who oppose the federal government spending $1 trillion to improve roads, highways, and airports.

Infrastructure

Infrastructure

life
Gas Tax Hikers Gas Tax Fighters Life: No Exceptions
Republicans who support raising the gas tax if the revenue is dedicated to building and repairing roads and highways. Republicans who oppose raising the gas tax if the revenue is dedicated to building and repairing roads and highways. Republicans who believe abortion should be illegal under all circumstances and it should be a crime to kill an unborn child.

life

life

Health Care
Life: Exceptions Pro-Choice Marijuana: Legal
Republicans who believe abortion should be illegal but with exceptions, such as risk to the life of the mother or rape and incest. Republicans who believe abortion should be legal in most or all circumstances. Republicans who support the full legalization of marijuana.

Health Care

Health Care

equality
Marijuana: Medical Marijuana: Illegal Traditional Marriage
Republicans who support legalizing the use of medical marijuana. Republicans who oppose legalizing the use of marijuana for any circumstance. Republicans who believe marriage should be between one man and one woman.

equality

Protect Confederate Statues

Protect Confederate Statues
Gay Marriage Monuments: History Defenders Monuments: History Deniers
Republicans who believe homosexual couples should have the right to marry. Republicans who strongly believe efforts to remove Confederate statues and monuments are part of a bigger movement to rewrite American history and attack our culture and values. Republicans who support removing Confederate statues and monuments.

Wall

Culture Warriors

Strong america
National Security: Isolationists National Security: Doves National Security: Big Stick
Republicans who believe the U.S. should mind its own business internationally and let other countries get along the best they can on their own. Republicans who believe good diplomacy is the best way to ensure peace, think economic sanctions are an effective tool to further American interests abroad, but avoid relying too much on military force. Republicans who are unilateralists and want the U.S. to go its own way on international matters, believe the best way to ensure peace is through military strength, and think economic sanctions are an effective tool to further American interests abroad.

Strong america

Strong america

Strong america
National History: Warriors Privacy: Snowden Advocates Privacy: 1984 Surveillers
Republicans who are unilateralists that want the U.S. to go their own way on international matters, believe the best way to ensure peace is through military strength, and think economic sanctions are ineffective and only serve to heighten hostilities without solving problem. Republicans who believe Americans shouldn’t have to give up and privacy and freedom in exchange for security. Republicans who believe Americans need to be willing to give up some freedom in exchange for security.

Regulators

Regulators

School Choice
Deregulators Regulatory Sympathizers School Choice: Support Vouchers
Republicans who oppose government regulation of business because they cost too many jobs and hurt the economy. Republicans who support government regulation of business because they are necessary to protect the public interest. Republicans who support providing vouchers to all parents to have government funding follow their children to the school of their choice.

School Choice

spending

spending
School Choice: Oppose Vouchers Spending: Deficit Hawks Spending: Defense Spenders
Republicans who oppose providing vouchers to all parents to have government funding followtheir children to the school of their choice. Republicans who support taking steps to reduce the budget deficit over keeping the military and entitlement programs at current spending levels. Republicans who prioritize military spending over taking steps to reduce the budget deficit.

spending

Taxes

Taxes
Spending: Entitlement Defenders Strident Tax Cutters Tax Hike Sympathizers
Republicans who prioritize spending on Social Security and Medicare benefits over taking steps to reduce the budget deficit. Republicans who are highly engaged in cutting taxes across the board. Republicans who support or are open to tax increases.

Term Limits

Term Limits

Trade
Term Limits: High Priority Term Limits: Low Priority Free Traders
Republicans who believe that passing term limits on members of Congress is a very high priority. Republicans who believe that passing term limits on members of Congress is a low priority. Republicans who support free trade agreements because they have had positive outcomes, such a providing new markets and opportunities for growth and providing American consumers with the most choices and lowest prices.

Trade
Protectionists
Republicans who support more restrictions on imported foreign goods because trade lowers wages and costs jobs in the U.S. and believe we should be able to meet all of our own needs without relying on imports from other countries.