KNOW YOUR VOTERS  Beyond Democrats and Republicans, Haystaq and VolSweep’s new National Voter Clusters identify 6 major voter segments and 21 individual voter profiles.  Custom built on L2’s national voterfile and powered by a suite of issue and advocacy scores, the clusters allow you to target specific audiences.  Contact us at info@haystaqdna.com to buy these clusters or with any questions.    Email info@haystaqdna.com  or call 202-548-2562 or fill out our Contact Page to express interest.

DISTRIBUTION OF SUPER SEGMENTS BY TURNOUT AND PARTISANSHIP SCORE PERCENTILES

Progressive/Socialist: liberal silhouette, do not support capitalism or reforming ICE

Traditional Democrats: liberal silhouette, support capitalism & reforming ICE

Center Left: washed out liberal silhouette

Moderates: neither conservative nor liberal silhouette

Center Right: more washed out conservative silhouette

Conservative: enthusiastic conservative silhouette

21 POLITICAL IDEOLOGY PROFILES

PROGRESSIVE or SOCIALIST	TRADITIONAL DEMOCRATS	CENTER LEFT	MODERATES	CENTER RIGHT	CONSERVATIVES
OUT WITH THE OLD	DEMOCRATIC SHADES OF GRAY	DAZED & CONFUSED	NEW INDYS	CONSERVATIVE SHADES OF GRAY	FOX & FRIENDS
PEOPLE POWER	VANILLA LIBERALS	LA LUCHA	WINNING IN THE MIDDLE	WHITE PICKET FENCE	FOX LITE
PROFESSIONAL LEFT	THEY’RE WITH HER	WORKING WEEK	THE DISILLUSIONED	COMING UP RIGHT
UNBURDENED LEFT		GOLDEN YEARS LIBERALS	GETTING BY IN THE MIDDLE	GOLDEN YEARS CONSERVATIVES

It is a simple fact that different types of voters behave differently.  However, until now, most voters have been defined by their place on the narrow partisan spectrum of Democrat to Republican.   Haystaq’s new national voter clusters describe 21 individual ideological profiles each of which view and interact with the political world in unique ways.  Using these profiles facilitates deeper engagement with voters, allowing greater capacity to shape and drive public sentiment.

Progressive/Socialist Subclusters

OUT WITH THE OLD (Super Segment: PROGRESSIVE / SOCIALIST)

 

DESCRIPTION:  Support Liberal issues but don’t participate politically (very low turnout).  Not secure financially, with low average income.  Predominantly non-white [42% AA & 38% LatX], female [60%] and young [34 years average].  Though predominantly registered as Democrats [88%], Non-Partisans make up 11% of the profile.

HIGHEST ISSUE SCORES	LOWEST ISSUE SCORES
Support Canceling Student Debt	Oppose Jobs Guarantee
Oppose ICE	Oppose Universal Basic Income
Support Jobs Guarantee Support	Cancel Student Debt: None
Support Universal Basic Income	Oppose Govt. Housing Assistance
Support Free Community College	Oppose $15 Minimum Wage

 

 PEOPLE POWER (Super Segment: PROGRESSIVE / SOCIALIST)

 

 

DESCRIPTION:  Very supportive of Liberal issues and more politically engaged than “OUT WITH THE OLD”.  Have low income and are more likely to be renting, the most anti-capitalist cluster.   Predominantly female [76%], young [32 years average] and non-white [40% AA, 27% White, 19% LatX].

HIGHEST ISSUE SCORES	LOWEST ISSUE SCORES
Oppose ICE	Oppose Universal Basic Income
Support Canceling Student Debt	Oppose Jobs Guarantee
Support Universal Basic Income	Support a Border Wall
Support Jobs Guarantee Support	Support Defense Spending
Oppose Border Wall	>Support ICE

 

 PROFESSIONAL LEFT (Super Segment: PROGRESSIVE / SOCIALIST)

 

 

DESCRIPTION:  Support Liberal issues but less emphatically than other profiles in the “PROGRESSIVE / SOCIALIST” segment.  Medium high income and some homeowners.  Majority White [63%], slightly more female than male [55%], and 36 years old on average.

HIGHEST ISSUE SCORES	LOWEST ISSUE SCORES
Border Wall Oppose	Border Wall Support
Amazon Exploitative	Fracking Support
Support Abortion Rights	Oppose Undocumented Immigrants
Oppose Fracking	Oppose Universal Basic Income
Feel Immigration Process is Unfair	Opioid Crisis: Enforcement

 

UNBURDENED LEFT (Super Segment: PROGRESSIVE / SOCIALIST)

 

 

DESCRIPTION:  Basically the “Left” with  no financial precarity, they have the bandwidth to be emphatic/engaged.  They are generally emphatic of social issues & not focused on fiscal equalizers necessarily.

HIGHEST ISSUE SCORES	LOWEST ISSUE SCORES
Border Wall Oppose	Border Wall Support
Amazon Exploitative	Fracking Support
Oppose Fracking	Opioid Crisis: Enforcement
Oppose ICE	Oppose Trans Athletes
Oppose Death Penalty	Oppose Undocumented Immigrants

 

Traditional Democrats Subclusters

DEMOCRATIC SHADES OF GRAY (Super Segment: Traditional Democrats)

 

DESCRIPTION:  This profile is ethnically mixed [59% AA, 24% LatX, 11% White], older [66 years average] and struggling financially.  They are less likely to be homeowners than others in their age cohort.  Generally supportive of liberal issues, they might fit more with the PROGRESSIVE / SOCIALIST segment if it were not for their tacit belief in capitalism’s soundness.  They are uniformly Democrats [99%] and vote but not as much as others in their age cohorts.

HIGHEST ISSUE SCORES	LOWEST ISSUE SCORES
ICE Reform	Oppose Black Lives Matter
Oppose ICE	Oppose $15 Minimum Wage
Support Felon Voting Rights	Support ICE
Support $15 Minimum Wage	Oppose Govt. Housing
Support Govt. Housing	Oppose Jobs Guarantee

 

VANILLA LIBERALS (Super Segment: TRADITIONAL DEMOCRATS)

 

 

DESCRIPTION:  These are Democrats who believe in the fundamental soundness of the American system but support change and reform to correct systemic issues.  They are older [68 years average], of mixed gender [51% Female] and mostly White [72% White, 7% LatX, 4% AA, 3% AAPI].   They vote at a high rate and are overwhelmingly Democrats [97%].

HIGHEST ISSUE SCORES	LOWEST ISSUE SCORES
Reform ICE	Oppose Infrastructure Spending
Support Infrastructure Spending	Oppose Fracking
Support Green New Deal	Oppose Black Lives Matter
Oppose Fracking	Income Inequality: Non-Issue
Support Black Lives Matter	Oppose Unions

 

THEY’RE WITH HER (Super Segment: TRADITIONAL DEMOCRATS)

 

DESCRIPTION:  This base Democratic profile [99% of party registration] has extremely high turnout and is most supportive of mainstream Democratic positions.  They are older [68 years average] and predominantly women [71%].  They are three quarters white [75% White, 6% LatX, 3%AA, 3% AAPI] and have very high household income.  They, along with VANILLA LIBERALS are more confident in the soundness of capitalism than most other Democratic groups.

HIGHEST ISSUE SCORES	LOWEST ISSUE SCORES
Reform ICE	Oppose Infrastructure Spending
Support Infrastructure Spending	Support Fracking
Support Green New Deal	Oppose Trans Athletes
Oppose Fracking	Opioid Crisis: Enforce
Support Abortion Rights	Oppose Undocumented Immigrants

 

Center Left Subclusters

DAZED & CONFUSED (Super Segment: CENTER LEFT)

 

DESCRIPTION:  Though, not engaged generally, the members of this profile favor more liberal viewpoints than conservative ones.  They don’t vote often and are predominately registered as Non-Partisan [10% DEM, 2% REP, 82% NPP, 6% OTH].  On average the group is 38 years old, a 50/50 mix of men and women, and majority White [66% White, 11% LatX, 5% AAPI]

HIGHEST ISSUE SCORES	LOWEST ISSUE SCORES
Support Cannabis Legalization	Oppose Gay Marriage
Gay Marriage Support	Capitalism Sound
Family Leave Support	Oppose Medical Cannabis Use
Capitalism Flawed	Oppose Critical Race Theory
Oppose Defense Spending	Support Defense Spending

 

LA LUCHA (Super Segment: CENTER LEFT)

 

DESCRIPTION: This profile is predominantly LatinX [48% LatX, 21% AA, 21% White], young to middle aged [41 years average], and left leaning [42% DEM, 1% REP, 52% NPP, 4% OTH].  They participate in elections at a low rate and tend to have lower household income.  They support issues that would make life easier for working people.

HIGHEST ISSUE SCORES	LOWEST ISSUE SCORES
Support Jobs Guarantee	Oppose Jobs Guarantee
Support Canceling Student Debt	Oppose Universal Basic Income
Support Universal Basic Income	Cancel Student Debt: None
Support Free Community College	Oppose Medicare for All
Support Medicare for All	Oppose Govt. Housing Assistance

 

WORKING WEEK (Super Segment: CENTER LEFT)

 

DESCRIPTION:  Left-leaning with decent household income, this group is 38 years old on average, 53% male, and, though predominately white, has a large non-white contingent [65% White, 8% LatX, 3% AA, 8% AAPI, 12% unknown].  They turnout at an average rate and are predominantly non-partisan [41% DEM, 1% REP, 54% NPP, 4% OTH]

HIGHEST ISSUE SCORES	LOWEST ISSUE SCORES
Gay Marriage Support	Oppose Gay Marriage
Amazon Exploitative	Support Border Wall
Climate Change Believer	Climate Change Non-Believer
Oppose Border Wall	Oppose Universal Basic Income
Support Cannabis Legalization	Oppose Undocumented Immigrants

 

GOLDEN YEARS LIBERALS (Super Segment: CENTER LEFT)

 

DESCRIPTION:  This group is older [67 years average], about two-thirds white [67% White, 12% LatX, 6% AA, 9% Unk], and homeowners.  They support liberal causes but are out of step with some on their side in their opposition to a universal basic income or a jobs guarantee.  This is further reflected in their support for reform of ICE.  In terms of partisan registration, the largest group is Democratic [70%] followed by 26% Non-Partisan.  

HIGHEST ISSUE SCORES	LOWEST ISSUE SCORES
ICE Reform	Oppose Infrastructure Spending
Support Infrastructure Spending	Income Inequality: Non-Issue
Income Inequality is Issue	Oppose Black Lives Matter
Support Unions	Oppose Unions
Support Black Lives Matter	Capitalism Flawed

Moderates Subclusters

NEW INDY’S (Super Segment: MODERATES)

 

DESCRIPTION:  Republican swing voters.  This profile is young [34 years average[, predominantly woman (58%) and relatively white [74%].  In terms of party registration, they are about equally split between Republicans [48%] and Non-Partisan [47%].  They are not active voters and are out of step with their party on a couple of issues – faith in capitalism, support for marijuana legalization and paid family leave, and opposition to critical race theory.

HIGHEST ISSUE SCORES	LOWEST ISSUE SCORES
Oppose Infrastructure Spending	Support Infrastructure Spending
Oppose Black Lives Matter	Support Black Lives Matter
Oppose Trans Athletes	Support Green New Deal
Support Border Wall	Support Trans Athletes
Income Inequality: Non-Issue	Support Abortion Rights

 

WINNING IN THE MIDDLE (Super Segment: MODERATES)

 

DESCRIPTION:  Working white males.  The members of the “WINNING IN THE MIDDLE” profile are middle aged [55 years average], predominantly male [59%] and White [78% White, 4% LatX, 4% AAPI].  They are broadly but not passionately supportive of the conservative viewpoint on issues but are largely unengaged in a system that works pretty well in their opinion.  Despite this, they are most likely to be registered Non-Partisan [3% DEM, 5% REP, 85% NPP, 7% OTH].

HIGHEST ISSUE SCORES	LOWEST ISSUE SCORES
Oppose Universal Basic Income	Oppose ICE
Oppose Jobs Guarantee	Support Universal Basic Income
Oppose School Funding	Support Jobs Guarantee
Support Border Wall	Support Canceling Student Debt
Support ICE	Support School Funding

 

THE DISILLUSIONED (Super Segment: MODERATES)

 

DESCRIPTION:  The members of this profile, though largely ambivalent to politics [85% NPP Registration], hold both Republican and Democratic views on a number of issues.  They are more likely to be women [56%], young [33 years average] and white [75% White, 9% LatX].  They are also unlikely to have children or to participate in elections.  They think capitalism is broken, support legalized marijuana, paid family leave, critical race theory, curbing defense spending, canceling student debt, and free community college.  However, they oppose trans athletes, BLM, a $15 minimum wage, the green new deal and want to build the wall.

HIGHEST ISSUE SCORES	LOWEST ISSUE SCORES
Capitalism Flawed	Capitalism Sound
Support Cannabis Legalization	Black Lives Matter Support
Oppose Infrastructure Spending	Support Infrastructure Spending
Oppose Trans Athletes	Support Green New Deal
Oppose Black Lives Matter	Support Trans Athletes

 

 

GETTING BY IN THE MIDDLE (Super Segment: MODERATES)

 

DESCRIPTION:  This profile is similar to “WINNING IN THE MIDDLE” but they are less secure financially.  It is evenly split in terms of gender, early in their 60’s [62 years average] and majority White [68% White, 10% LatX, 5% AAPI, 3% AA].   Though they are predominantly Non-Partisan [76% of registration], among the quarter with a different registration, there is a much higher chance of being a Democrat [14%] than Republican [4%].

HIGHEST ISSUE SCORES	LOWEST ISSUE SCORES
Support Border Wall	Oppose ICE
Oppose Universal Basic Income	Oppose Border Wall
Amazon: Good Jobs	Support Universal Basic Income
Oppose School Funding	Oppose Death Penalty
Oppose Undocumented Immigrants	Support Felon Voting Rights

Center Right Subclusters

CONSERVATIVE SHADES OF GRAY (Super Segment: CENTER RIGHT)

 

DESCRIPTION:  Compared with other conservative profiles, this group is more diverse [71% White, 11% LatinX, 4% AAPI] and much more female [69%].  Additionally they have lower household incomes on average.  Though they agree with the conservative viewpoint on all issues, they are less emphatic in their support.  In general they have stronger opinions on traditional values and law and order issues but are less passionate about topics that draw on feelings of xenophobia.  

HIGHEST ISSUE SCORES	LOWEST ISSUE SCORES
Oppose Undocumented Immigrants	Immigration Process Unfair
Opioid Crisis: Enforcement	Opioid Crisis: Treatment
Oppose Gay Marriage	Support Gay Marriage
Support Border Wall	Support Universal Basic Income
Oppose Universal Basic Income	Support Abortion Rights

 

WHITE PICKET FENCE (Super Segment: CENTER RIGHT)

 

DESCRIPTION:  This profile is young [39 years average], white [82%], and Republican (97.4% of registration).  While they agree with the conservative side on all issues, they are less passionate about fiscal and defense issues than social ones.  There is an element of xenophobia with stong feelings on some racial and ethnic issues.  

HIGHEST ISSUE SCORES	LOWEST ISSUE SCORES
Oppose Black Lives Matter	Income Inequality is Issue
Income Inequality: Non-Issue	Support Medicare for All
Oppose $15 Minimum Wage	Support $15 Minimum Wage
Oppose Medicare for All	Support Free Community College
Oppose Unions	Support Unions

 

COMING UP RIGHT (Super Segment: CENTER RIGHT)

 

DESCRIPTION:  The youngest of all conservative profiles [33 years average] this group is a 50-50 mix of men and women, 77% white and not very engaged politically.  They lack strong opinions on most issues but tend to favor the status quo.  They have slightly higher than average turnout scores in Presidential year general elections but slightly lower than average turnout scores in off-year elections.  

HIGHEST ISSUE SCORES	LOWEST ISSUE SCORES
Oppose Black Lives Matter	Support Infrastructure Spending
Oppose Infrastructure Spending	Income Inequality is Issue
Income Inequality: Non-Issue	Support Black Lives Matter
Oppose $15 Minimum Wage	Support Green New Deal
Support Fracking	Support Abortion Rights

 

GOLDEN YEARS CONSERVATIVES (Super Segment: CENTER RIGHT)

 

DESCRIPTION:  The members of this profile vote fairly frequently.  Despite this, they are less polarized than other profiles in the Center Right segment.  This is reflected in their party registration which is more likely to be non-partisan [56.6%] than Republican [37%].  They relatively passionate in their opposition to government funding for large social programs and more confident in capitalism than other profiles with similar partisanship

HIGHEST ISSUE SCORES	LOWEST ISSUE SCORES
Oppose Universal Basic Income	Support Universal Basic Income
Oppose Jobs Guarantee	Support Jobs Guarantee
Oppose Undocumented Immigrants	Immigration Process: Unfair
Support Border Wall	Support Govt. Housing Assistance
Oppose School Funding	Oppose ICE

 Conservative Subclusters

FOX & FRIENDS (Super Segment: CONSERVATIVES)

 

DESCRIPTION:  Partisan Republican voters.  This profile is the most male [65%+[, white [89%], and Republican [99.6% of registered voters].  Averaging 65 years of age, they strongly align with the conservative viewpoint on the entire spectrum of issues and vote religiously.  

HIGHEST ISSUE SCORES	LOWEST ISSUE SCORES
Oppose Medicare for All	Climate Change Believer
Climate Change Non-Believer	Support Free Community College
Oppose Green New Deal	Support Medicare for All
Cancel Student Debt: None	Support Paid Family Leave
Oppose Govt. Housing Assistance	Support $15 Minimum Wage

 

 

FOX LITE (Super Segment: CONSERVATIVES)

 

DESCRIPTION:  Similar to the Fox & Friends segment, this profile is 97% registered Republican and predominately White [81%].  However, this profile is half women, vote slightly less frequently and is less devoutly supportive of Trump (strong supportive vs. fanatical).

HIGHEST ISSUE SCORES	LOWEST ISSUE SCORES
Cancel Student Debt: None	Support Free Community College
Oppose Undocumented Immigrants	Feel Immigration Process is Unfair
Oppose Medicare for All	Support Paid Family Leave
Support Defense Spending	Support Govt. Housing Assistance
Oppose Jobs Guarantee	Support Medicare for Al