National Voter Clusters

Beyond Democrats, Republicans and Independents: 6 major segments and 21 individual voter profiles built using advanced machine learning.

What is a Cluster?

Haystaq and VolSweep’s National Voter Clusters divide voters into six major voter segments and 21 individual voter profiles. Clusters are custom built using HAC – Hierarchical Agglomerative Clustering on L2’s National Voterfile and Haystaq issue scores.

This machine learning technique finds demographic and issue score commonalities between voters and groups these voters together, revealing patterns that go far beyond traditional partisan labels.

OVERVIEW

Six Political Super Clusters

Major voter segments identified through advanced clustering analysis

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

Conservatives

Enthusiastic conservative silhouette

21 PROFILES

Explore the Subclusters

Click any cluster to see detailed demographics and issue positions

Progressive / Socialist

4 Profiles

Out With The Old

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Out With The Old Profile

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

Highest Issue Scores
  • Support Canceling Student Debt
  • Oppose ICE
  • Support Jobs Guarantee
  • Support Universal Basic Income
  • Support Free Community College
Lowest Issue Scores
  • Oppose Jobs Guarantee
  • Oppose Universal Basic Income
  • Cancel Student Debt: None
  • Oppose Govt. Housing Assistance
  • Oppose $15 Minimum Wage

People Power

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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% Hisp].

Highest Issue Scores
  • Oppose ICE
  • Support Canceling Student Debt
  • Support Universal Basic Income
  • Support Jobs Guarantee
  • Oppose Border Wall
Lowest Issue Scores
  • Oppose Universal Basic Income
  • Oppose Jobs Guarantee
  • Support a Border Wall
  • Support Defense Spending
  • Support ICE

Professional Left

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Professional Left Profile

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
  • Border Wall Oppose
  • Amazon Exploitative
  • Support Abortion Rights
  • Oppose Fracking
  • Feel Immigration Process is Unfair
Lowest Issue Scores
  • Border Wall Support
  • Fracking Support
  • Oppose Undocumented Immigrants
  • Oppose Universal Basic Income
  • Opioid Crisis: Enforcement

Unburdened Left

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Unburdened Left Profile

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
  • Border Wall Oppose
  • Amazon Exploitative
  • Oppose Fracking
  • Oppose ICE
  • Oppose Death Penalty
Lowest Issue Scores
  • Border Wall Support
  • Fracking Support
  • Opioid Crisis: Enforcement
  • Oppose Trans Athletes
  • Oppose Undocumented Immigrants

Traditional Democrats

3 Profiles

Democratic Shades of Gray

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Democratic Shades of Gray Profile

This profile is ethnically mixed [59% AA, 24% Hisp, 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
  • ICE Reform
  • Oppose ICE
  • Support Felon Voting Rights
  • Support $15 Minimum Wage
  • Support Govt. Housing
Lowest Issue Scores
  • Oppose Black Lives Matter
  • Oppose $15 Minimum Wage
  • Support ICE
  • Oppose Govt. Housing
  • Oppose Jobs Guarantee

Vanilla Liberals

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Vanilla Liberals Profile

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% Hisp, 4% AA, 3% AAPI]. They vote at a high rate and are overwhelmingly Democrats [97%].

Highest Issue Scores
  • Reform ICE
  • Support Infrastructure Spending
  • Support Green New Deal
  • Oppose Fracking
  • Support Black Lives Matter
Lowest Issue Scores
  • Oppose Infrastructure Spending
  • Oppose Fracking
  • Oppose Black Lives Matter
  • Income Inequality: Non-Issue
  • Oppose Unions

They’re With Her

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They're With Her Profile

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% Hisp, 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
  • Reform ICE
  • Support Infrastructure Spending
  • Support Green New Deal
  • Oppose Fracking
  • Support Abortion Rights
Lowest Issue Scores
  • Oppose Infrastructure Spending
  • Support Fracking
  • Oppose Trans Athletes
  • Opioid Crisis: Enforce
  • Oppose Undocumented Immigrants

Center Left

4 Profiles

Dazed & Confused

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Dazed & Confused Profile

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% Hisp, 5% AAPI].

Highest Issue Scores
  • Support Cannabis Legalization
  • Gay Marriage Support
  • Family Leave Support
  • Capitalism Flawed
  • Oppose Defense Spending
Lowest Issue Scores
  • Oppose Gay Marriage
  • Capitalism Sound
  • Oppose Medical Cannabis Use
  • Oppose Critical Race Theory
  • Support Defense Spending

La Lucha

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La Lucha Profile

This profile is predominantly Latino [48% Hisp, 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
  • Support Jobs Guarantee
  • Support Canceling Student Debt
  • Support Universal Basic Income
  • Support Free Community College
  • Support Medicare for All
Lowest Issue Scores
  • Oppose Jobs Guarantee
  • Oppose Universal Basic Income
  • Cancel Student Debt: None
  • Oppose Medicare for All
  • Oppose Govt. Housing Assistance

Working Week

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Working Week Profile

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% Hisp, 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
  • Gay Marriage Support
  • Amazon Exploitative
  • Climate Change Believer
  • Oppose Border Wall
  • Support Cannabis Legalization
Lowest Issue Scores
  • Oppose Gay Marriage
  • Support Border Wall
  • Climate Change Non-Believer
  • Oppose Universal Basic Income
  • Oppose Undocumented Immigrants

Golden Years Liberals

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Golden Years Liberals Profile

This group is older [67 years average], about two-thirds white [67% White, 12% Hisp, 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
  • ICE Reform
  • Support Infrastructure Spending
  • Income Inequality is Issue
  • Support Unions
  • Support Black Lives Matter
Lowest Issue Scores
  • Oppose Infrastructure Spending
  • Income Inequality: Non-Issue
  • Oppose Black Lives Matter
  • Oppose Unions
  • Capitalism Flawed

Moderates

4 Profiles

New Indys

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New Indys Profile

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
  • Oppose Infrastructure Spending
  • Oppose Black Lives Matter
  • Oppose Trans Athletes
  • Support Border Wall
  • Income Inequality: Non-Issue
Lowest Issue Scores
  • Support Infrastructure Spending
  • Support Black Lives Matter
  • Support Green New Deal
  • Support Trans Athletes
  • Support Abortion Rights

Winning in the Middle

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Winning in the Middle Profile

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% Hisp, 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
  • Oppose Universal Basic Income
  • Oppose Jobs Guarantee
  • Oppose School Funding
  • Support Border Wall
  • Support ICE
Lowest Issue Scores
  • Oppose ICE
  • Support Universal Basic Income
  • Support Jobs Guarantee
  • Support Canceling Student Debt
  • Support School Funding

The Disillusioned

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The Disillusioned Profile

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% Hisp]. 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
  • Capitalism Flawed
  • Support Cannabis Legalization
  • Oppose Infrastructure Spending
  • Oppose Trans Athletes
  • Oppose Black Lives Matter
Lowest Issue Scores
  • Capitalism Sound
  • Black Lives Matter Support
  • Support Infrastructure Spending
  • Support Green New Deal
  • Support Trans Athletes

Getting By in the Middle

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Getting By in the Middle Profile

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% Hisp, 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
  • Support Border Wall
  • Oppose Universal Basic Income
  • Amazon: Good Jobs
  • Oppose School Funding
  • Oppose Undocumented Immigrants
Lowest Issue Scores
  • Oppose ICE
  • Oppose Border Wall
  • Support Universal Basic Income
  • Oppose Death Penalty
  • Support Felon Voting Rights

Center Right

4 Profiles

Conservative Shades of Gray

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Conservative Shades of Gray Profile

Compared with other conservative profiles, this group is more diverse [71% White, 11% Hisp, 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
  • Oppose Undocumented Immigrants
  • Opioid Crisis: Enforcement
  • Oppose Gay Marriage
  • Support Border Wall
  • Oppose Universal Basic Income
Lowest Issue Scores
  • Immigration Process Unfair
  • Opioid Crisis: Treatment
  • Support Gay Marriage
  • Support Universal Basic Income
  • Support Abortion Rights

White Picket Fence

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White Picket Fence Profile

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 strong feelings on some racial and ethnic issues.

Highest Issue Scores
  • Oppose Black Lives Matter
  • Income Inequality: Non-Issue
  • Oppose $15 Minimum Wage
  • Oppose Medicare for All
  • Oppose Unions
Lowest Issue Scores
  • Income Inequality is Issue
  • Support Medicare for All
  • Support $15 Minimum Wage
  • Support Free Community College
  • Support Unions

Coming Up Right

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Coming Up Right Profile

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
  • Oppose Black Lives Matter
  • Oppose Infrastructure Spending
  • Income Inequality: Non-Issue
  • Oppose $15 Minimum Wage
  • Support Fracking
Lowest Issue Scores
  • Support Infrastructure Spending
  • Income Inequality is Issue
  • Support Black Lives Matter
  • Support Green New Deal
  • Support Abortion Rights

Golden Years Conservatives

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Golden Years Conservatives Profile

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
  • Oppose Universal Basic Income
  • Oppose Jobs Guarantee
  • Oppose Undocumented Immigrants
  • Support Border Wall
  • Oppose School Funding
Lowest Issue Scores
  • Support Universal Basic Income
  • Support Jobs Guarantee
  • Immigration Process: Unfair
  • Support Govt. Housing Assistance
  • Oppose ICE

Conservatives

2 Profiles

Fox & Friends

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Fox & Friends Profile

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

Fox Lite

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Fox Lite Profile

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
  • Cancel Student Debt: None
  • Oppose Undocumented Immigrants
  • Oppose Medicare for All
  • Support Defense Spending
  • Oppose Jobs Guarantee
Lowest Issue Scores
  • Support Free Community College
  • Feel Immigration Process is Unfair
  • Support Paid Family Leave
  • Support Govt. Housing Assistance
  • Support Medicare for All
INVESTMENT

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  • Complete coverage
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Add-Ons

Enhance Your Data
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APPLICATIONS

How to Use Them?

The clusters allow you to target (or suppress) specific audiences with precision. Cluster membership can be appended to your voterfile for strategic deployment.

Targeting & Suppression

Build precise universes for fundraising, persuasion, GOTV, or audience suppression based on cluster profiles.

Multi-Channel Deployment

Deploy across SMS, live calling, email, and digital advertising for integrated campaign strategy.

Strategic Segmentation

Segment audiences by shared demographic and issue characteristics for highly targeted messaging.

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Maximize resource efficiency by focusing efforts on high-value voter segments identified through cluster analysis.

Quick Turnaround: Obtain lists in 48 hours for as low as $500. Files delivered within two business days.