Video

What We Do & How We Do It

 

CNN en Español hosts Luminar’s VP of Strategy:

Video Translation (English)

In Search of the Latin Vote

Juan Carlos Lopez:
Welcome to the segment of the census and when speaking of elections and we speak of what can happen this year, well a lot of people can think that campaigns simply just knock on your door and they ask you to vote for the candidate now but it is not this way. There is information that is a lot more detailed. There are companies that are looking for it and are presenting it. One of them is Luminar and speaking on the subject of elections and we are going to focus in this case on what happens in Denver. Here to join us is Oscar Padilla, Vice President of Strategies of Luminar. Welcome. Well what are you doing differently in this opportunity before we go to the figures, to know what it is that the voter wants and how far the message has to go.

Oscar Padilla:
Well what Luminar did was that we analyzed the public voter registry that is about 4,000 voters in the Denver region and the metropolitan Denver zone. Of those 4,011, we identified 14% are Latino. That are 58,000 Latinos and we identified that, in relation to our data base of 13 million Latinos.

Juan Carlos Lopez:
Well let’s look to see what some of these numbers say. According to this study done by Luminar, of the voters registered in Denver, 53% are women compared to 47% that are men and this is a national tendency that there are not only more women but that they participate more than men. Of the registered voters, 56% declared themselves as Democrat, 10% registered as Republican, and 33% as independent and this is throughout the Hispanic voters. For what, what is the objective to obtain these figures and what are they demonstrating for someone who may want to campaign for example, in Denver?

Oscar Padilla:
There are various important points and one of the most important points obviously, is knowing the affiliation of your party but what interests me particularly, and our clients, is not only knowing the affiliation but also knowing the characteristics of that individual, of that voter. For example, if we know that 53, 56% majorly are women, but what are the characteristics of the particular group and we know that the women that vote in the Denver region not only actively vote but prefer to communicate in Spanish.

Juan Carlos Lopez:
The majority of those voters prefer to communicate in Spanish and 47% of the Republicans, 44% sorry, 44% of Republicans, of Democrats, and the 39 of independents, all prefer to be spoken to in Spanish?

Oscar Padilla:
No, no, the, the, since, the majority of voters in Denver are Democrats, 56%, that group prefers majorly to communicate in Spanish, in Spanish. Now, so it would not be the case that you would communicate with them in English and in Spanish. You would just precisely send it in Spanish.

Juan Carlos Lopez:
Who is using this information? How detailed is it? Is there a larger level of detail

Oscar Padilla:
Yes, of course. The detail of party affiliation is one question the other thing that is important is the frequency of the vote. We were able to identify three different types of voters. Super voters which are the ones that vote in municipal, state and presidential elections.

Juan Carlos Lopez:
The ones that always participate, always vote.

Oscar Padilla:
Always participate and then we have middle voters whom usually have the tendency principally to vote in presidential elections and then the ones with low participation whom rarely participate. Now, if I know which ones have medium participation and which ones have low participation, that is where I am going to focus because why I am going to focus on Democrats, whom I already know have an active participation? I am going to look for the ones that are middle or low to convince them towards a party for a good cause.

Juan Carlos Lopez:
And what is clear is that elections are not just a matter of just, well it has not been that long ,but not just a matter of campaigning or just asking people to vote but there is a very clear strategy and it is known where to go, who likes who, and what is the message.

Oscar Padilla:
Yes, why not. The strategy does not just have to be to convince them to vote for my cause but it can also be for donations, it can be that I need them to participate door to door, convince their neighbors to vote.

Juan Carlos Lopez:
It is a very interesting process. Oscar we hope to keep speaking during this electoral process about the information that you all have gathered and analyzed at Luminar. Oscar Padilla, Vice President of Strategies at Luminar joining us here in Washington, the main office is in Denver. Thank you for being “In Direct USA”.

Oscar Padilla:
Thank you very much.

Juan Carlos Lopez:
And we go to commercial with…