Data Dictionary

Data Dictionary

Effective Tools for Persuading Your Audience

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.
  • Cultural Tribalism
  • Media Consumption Habits & Optimization Indicators
  • National Electorate Segments
  • National Policy Segments
  • Republican Electorate Segments
  • Republican Policy Segments
  • Anti-Sexism


    Voters who are angry about everyday sexism.
  • Christianity Defenders

    Christianity Defenders

    Voters who are angry because they believe Christianity is under attack.
  • Cleopatra


    Voters who believe the world would be better if it were run by women.
  • Embarrassed by Party

    Embarrassed by Party

    Voters who are often embarrassed by the actions of their political party.
  • Gun Culture

    Gun Culture

    Voters’ beliefs surrounding guns and their use.
  • Immigration Hawks

    Immigration Hawks

    Voters with a strong emotional tie to tough immigration policies.
  • Oppose Racial Preferences

    Oppose Racial Preferences

    Voters who oppose racial preferences.
  • Pro-Life Stance

    Pro-Life Stance

    Voters who are emotionally committed to their pro-life ideology.
  • Trump Effect

    Trump Effect

    Voters who will support/oppose an issue or candidate due to President Trump’s endorsement.
  • BLM


    Voters’ views regarding the Black Lives Matter movement.
  • China


    Voters who blame China for the coronavirus pandemic and want to hold them responsible.
  • Founding Fathers

    Founding Fathers

    Those who believe our country was founded on a noble vision of freedom and equality and that our founders and their vision are worth honoring and protecting.
  • Elitism


    Voters who believe that so-called experts, such as journalists, professors, and scientists, are out-of-touch and are often wrong.
  • Cable Subscribers

    Cable Subscribers

    Individuals who are likely to use Cable as their primary use for watching TV.
  • Christian Radio

    Christian Radio

    These voters listen to Christian radio at least once per week.
  • Conservative Talk

    Conservative Talk

    These voters listen to conservative talk radio at least once per week.
  • Cord Cutters

    Cord Cutters

    Voters who do not watch television by traditional means, and thus will not see television advertising.
  • Country Radio

    Country Radio

    These voters listen to Country radio at least once per week.
  • Delayed TV Viewers

    Delayed TV Viewers

    Voters that are likely to watch TV recorded on DVR.
  • Local Sports Talk

    Local Sports Talk

    These voters listen to local sports talk radio at least once per week.
  • Offline Activists

    Offline Activists

    On issues they care about, these voters are likely to call or write to politicians.
  • Online Activists

    Online Activists

    On issues they care about, these voters are likely to contact politicians online.
  • Premium Streaming Services User

    Premium Streaming Services User

    Voters that are likely to use premium streaming services to get their entertainment.
  • Satellite Subscribers

    Satellite Subscribers

    Individuals who are likely to use Satellite as their primary use for watching TV.
  • Streamed Music Listeners

    Streamed Music Listeners

    Voters that are likely to use stream music as their primary means of listening to music.
  • Streamed Video Viewers

    Streamed Video Viewers

    Voters that are likely to stream video as their primary means of watching TV.
  • Big Tech

    Big Tech

    Those who believe Big Tech censorship is a bigger threat to democracy than Big Tech allowing lies and foreign interference.
  • Disengaged Republicans

    Disengaged Republicans

    Voters who are Republican and voted in 2016, but not 2018.
  • Generic Congressional Ballot

    Generic Congressional Ballot

    Party preference if Congressional elections were today.
  • GOP Mobilization Targets

    GOP Mobilization Targets

    Republican voters who need encouragement to vote.
  • Millennial Persuasion Targets

    Millennial Persuasion Targets

    Millennial voters who could be persuaded to vote either way.
  • Partisan Downshifters

    Partisan Downshifters

    Voters who are persuadable and have moved away from their Party since 2016.
  • Persuasion Targets

    Persuasion Targets

    Voters who could be persuaded to vote either way.
  • Republican Growth Prospects

    Republican Growth Prospects

    Those within various ethnic demographics with which Republicans have the potential to grow.
  • Swing Women

    Swing Women

    Women voters who are likely to vote, but could be persuaded to vote either way.
  • Trump Approvers

    Trump Approvers

    Voters who approve of the job President Trump is doing.
  • American Self-Sufficiency Voters

    American Self-Sufficiency Voters

    Voters who believe the United States should be able to meet its own needs without relying on imports.
  • Climate Change

    Climate Change

    Voters’ beliefs surrounding climate change and the need for regulations.
  • Criminal Justice Reform

    Criminal Justice Reform

    Voters who support criminal justice reform and the prioritization of re-entry or sentencing reform.
  • Free Trade

    Free Trade

    Voters beliefs surrounding free trade and its impact on America.
  • Impeachment Oppose

    Impeachment Oppose

    Voters who opposed the impeachment of President Trump.
  • Support Life

    Support Life

    Voters who prefer Pro-Life candidates to Pro-Choice.
  • Afghanistan


    Voters who are Concerned Regarding the Biden Administration’s Handling of the Afghanistan Pullout.
  • Tax Reform

    Tax Reform

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


    Voters who believe that equality is more important for society than equity.
  • Mask Mandate

    Mask Mandate

    Voters who oppose mask mandates in schools.
  • Defund Police

    Defund Police

    Voters who oppose defunding the police.
  • Critical Race Theory

    Critical Race Theory

    Voters who oppose CRT (Critical Race Theory).
  • Fauci Favorable

    Fauci Favorable

    Voters with a favorable or unfavorable view of Dr. Anthony Fauci.
  • School Choice

    School Choice

    Voters who support the use of scholarships to create school freedom.
  • Border Crisis

    Border Crisis

    Voters who are concerned over the Biden Administration’s handling of the border.
  • Socialism


    Voters who believe that the Democratic party is becoming more socialist.
  • Inflation


    Voters who blame the Biden administration for the rise in economic inflation.
  • Vaccine Mandates

    Vaccine Mandates

    Voters who are against coronavirus vaccine mandates.
  • America Firsters

    America Firsters

    Republican voters who strongly support the America First Agenda.
  • Compassionate Conservatives

    Compassionate Conservatives

    Republican voters who are highly-religious Christians that have a compassionate conservative worldview.
  • Conservative Voters

    Conservative Voters

    Republican voters who are Tea Party supporters, but are not Evangelical.
  • Culture Warriors

    Culture Warriors

    Republican voters who are conservative ideologically, highly religious, and are most interested in fighting the culture war.
  • Disenchanted Establishment

    Disenchanted Establishment

    Republican voters who are moderate to somewhat conservative ideologically and are disenchanted with President Trump.
  • Establishment Conservatives

    Establishment Conservatives

    Republicans who generally prefer candidates who are endorsed by establishment Republican leaders, such as Paul Ryan and Mitch McConnell.
  • Establishment Trumpers

    Establishment Trumpers

    Republican voters who are moderate to somewhat conservative ideologically, non-religious, and still positively align with the Traditional Republican Party and Donald Trump Movement.
  • Evangelical Activists

    Evangelical Activists

    Republican voters who are Evangelicals and also Tea Party supporters.
  • Free Market Conservatives

    Free Market Conservatives

    Republican voters who are conservative ideologically and primarily focused on economic freedom and defending the Constitution.
  • Moderate Globalists

    Moderate Globalists

    Republican voters who are moderate ideologically, non-religious, and have a strongly globalist worldview.
  • Moderate Voters

    Moderate Voters

    Republican voters who are more likely to be Traditional Republicans.
  • Movement Conservatives

    Movement Conservatives

    Republican voters who generally prefer candidates who are endorsed by movement conservative leaders, such as Ted Cruz and Rand Paul.
  • Populism Index

    Populism Index

    The extent to which Republicans are motivated by populist messaging.
  • Red Team Christians

    Red Team Christians

    Republican voters who are conservative ideologically and are loyal partisans.
  • Religiosity Index

    Religiosity Index

    The extent to which Republicans are religiously active.
  • Republican Ideologues

    Republican Ideologues

    Republican voters who would prefer to see Republicans in Congress stand up for their principles even if it means opposing President Trump.
  • Republican Trump Loyalists

    Republican Trump Loyalists

    Republican voters who would prefer to see Republicans in Congress support the Trump agenda, even when they disagree with it.
  • Republican Donors

    Republican Donors

    Republicans likely to have donated by email or text.
  • Swing Christian Voters

    Swing Christian Voters

    Republican voters who are practicing Christians and could be persuaded to vote either way.
  • Border Wall

    Border Wall

    Republicans’ beliefs surrounding the building of a wall on the Mexican border.
  • Climate Change

    Climate Change

    Republicans’ beliefs surrounding climate change and the need for regulations.
  • Corporate Welfare Index

    Corporate Welfare Index

    Republicans’ strength and consistency of support across several corporate welfare policies.
  • DACA


    Republicans’ beliefs surrounding DACA.
  • Debt Ceiling

    Debt Ceiling

    Republicans’ beliefs surrounding the debt ceiling and the need for conditions.
  • Deportation


    Republicans’ beliefs surrounding the deportation of illegal immigrants.
  • Election Fraud

    Election Fraud

    Those who believe that voter fraud changed the outcome of the 2020 presidential election.
  • Election Security

    Election Security

    Those who believe that we should have safeguards such as voter ID and signature checks, and mostly not have elections take place over many weeks, but still try to make voting easy as well as secure.
  • Election Steal

    Election Steal

    Those who believe President Trump won by significant margins in 2020 but that the election was stolen.
  • Government Shutdowns

    Government Shutdowns

    Republicans’ beliefs surrounding government shutdowns and the extent to which they are a cause for concern.
  • Government Spending

    Government Spending

    Republicans’ beliefs surrounding the budget deficit and its value over defense and entitlement spending.
  • Immigration Index

    Immigration Index

    Republicans’ beliefs surrounding immigration policies.
  • Infrastructure


    Republicans’ beliefs surrounding government spending or the use of gas tax revenue to improve roads, highways, and airports.
  • Insurance Mandators

    Insurance Mandators

    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.
  • Marijuana


    Republicans’ beliefs surrounding marijuana use and its legality.
  • Marriage


    Republicans’ beliefs surrounding marriage laws.
  • Medicaid Protectors

    Medicaid Protectors

    Republicans who want to protect federal funding for Medicaid, a government program that helps pay for healthcare for low income Americans.
  • Monuments


    Republicans’ beliefs surrounding the removal or preservation of Confederate monuments.
  • National Security

    National Security

    Republicans’ beliefs surrounding national security and the extent to which America should involve itself with other countries.
  • Obamacare Sympathizers

    Obamacare Sympathizers

    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.
  • Political Knowledge Index

    Political Knowledge Index

    The extent to which Republican voters are politically informed.
  • Privacy


    Republicans’ beliefs surrounding privacy and its value when compared to security.
  • Regulations


    Republicans’ beliefs surrounding government regulation of business.
  • Religious Tolerance

    Religious Tolerance

    Republicans who are tolerant of Muslims and think the Islamic worldview does not encourage violence more than others.
  • Reproductive Policies

    Reproductive Policies

    Republicans’ beliefs surrounding abortion and its legality.
  • School Choice

    School Choice

    Republicans’ beliefs surrounding school choice and the use of vouchers.
  • Taxes


    Republicans’ beliefs surrounding tax rates.
  • Tax Cutters

    Tax Cutters

    Republicans who are highly engaged in cutting taxes across the board.
  • Term Limits

    Term Limits

    Republicans’ beliefs surrounding term limits for politicians.
  • Trade


    Republicans’ beliefs surrounding free trade and its implications for America.