2022 Primary Voter Landscape

Throughout each year and each election cycle as the world around us changes, so does the U.S. voter.  Resonate’s AI-driven consumer intelligence gives you the most up-to-date and comprehensive view of voters with thousands of insights on over 230 million Americans, and this election season we have new data and new reports to inform your campaign strategy. 

New 2022 Primary Voter Landscape 

Resonate’s Voter Landscape provides an unparalleled understanding of the U.S. voter through AI-driven segmentation of voters into 10 discrete segments. Our Voter Landscape segmentation draws from political party, voting behavior, issue areas, values & motivations, recent events and more, to create unique personas that you can use for analysis and activation.   

Use our Voter Landscape segments to understand the personalized difference on policy positions, values, motivations, candidate platform support, party affiliation, voting history, media consumption habits, and more. 

Meet the Voters

Democratic-Leaning Segments 

Use the below to become more familiar with the Democratic-leaning segments in our voter landscape. 

Dependable Democrats​ 

• Highest turnout group​ 
• Mail ballot voters​ 
• Opposes socialism while disagreeing that the Dem platform is socialist​ 
• High information voters – know less common politicians such as Lindsay Graham​ 
• Very little concern about COVID affecting finances​ 
• Skews older but less so than New Deal Dems​ 
• Big issues: Climate change, gun control, abortion​ 

 Blue Dog Democrats​ 

• Majority nonwhite​ 
• Only dem group which is majority male​ 
• Most democratic​ 
• Least liberal​ 
• Modest COVID related economic insecurity​ 
• Very lukewarm on environmental/green energy issues​ 
• Most student debt​ 
• Most religious Dems​ 
• Most urban group​ 
• Top issues: job creation and education​ 

 New Deal Democrats​ 

• Oldest group​ 
• Most liberal group (very liberal)​ 
• Most favorable to socialism​ 
• Most union friendly​ 
• Highest vaccination rate, most concerned about health effects of COVID 

Independent, Less-Engaged Segments 

 Pessimistic Progressives​ 

• Youngest group​ 
• More likely to be fiscally conservative/moderate and socially liberal​ 
• Low turnout​ 
• Moderate/conservative on fiscal issues but more supportive of ‘sin’ taxes, want to balance the budget​ 
• Most supportive Dem group on Trump’s trade reforms​ 
• A lot of concerns about the personal financial impact of COVID​ 
• Care a lot about racial equality, policing and liberal social issues​ 
• Least educated dems​ 

​ Apathetic Independents​ 

• Not registered to vote​ 
• A lot of independents​ 
• Unsure on many major issues​ 
• Skew younger, non-college​ 
• Not Religious​ 
• Anti-war​ 

Impressionable Independents​ 

• Registered to vote​ 
• Very low turnout especially 2016​ 
• A lot of independents​ 
• Unsure on many major issues​ 
• Skew younger, non-college​ 
• Anti-war​ 

Republican-Leaning Segments 

Use the below to become more familiar with the Republican-leaning segments in our voter landscape. 

 Red-Meat Republicans​ 

• Straight ticket, high turnout republicans​ 
• Most supporting of Trump’s judicial picks​ 
• Most supportive of Trump’s policies​ 
• Oldest GOP group​ 
• Strong support for Repeal/Replace Obamacare​ 
• Concerned about economy but not personal finances due to COVID​ 
• Not open to green-energy​ 
• Most rural group​ 

Compassionate Conservatives​ 

• Clinging onto the old GOP​ 
• Not “never Trump” but most dissatisfied with his personality/behavior​ 
• Most socially liberal GOP group​ 
• Most concerned GOP group about rogue nuclear states, white supremacists and Russia​ 
• Pro-infrastructure​ 
• Pro-trade reforms​ 
• Most open to green energy of GOP groups​ 
• Concerns about the health impact of COVID compared to other GOP groups​ 
• More likely than other GOP groups to support regulations​ 

 Middle of the Road Republicans​ 

• Most moderate republicans​ 
• Voted bc friends/family expect them to​ 
• Least likely to ID as Republican​ 
• Least likely GOP group to support deportation, non-nativist wing of GOP​ 
• Inconsistent voters/Lowest turnout of the GOP groups​ 
• Most dissatisfied Republicans with Trump policies’​ 
• Mail voters​ 
• Least religious Republicans​ 
• Most urban Republicans​ 

 Bro-Publicans 

• Looking out for themselves – vote based on personal economic benefit​ 
• Personal values: pleasure, authority, influence​ 
• Most likely to be blue collar​ 
• Election day voters​ 
• Higher turnout​ 
• Most Obama à Trump voters and former Dems​ 
• Most likely to have a dog​ 
• Concerned about the personal financial impact of COVID​ 
• More student debt than other GOP groups​ 

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