So far, the 2016 campaign season has been like no other in history. The word “unconventional” is actually a polite understatement. And there are undoubtedly more unexpected developments to come. For political candidates, campaigns, PACs and coalitions facing this unprecedented voter landscape, intelligence is what provides the winning edge. This presentation looks at key attributes of Women.

2. WOMEN VOTERS are more likelythan the average
voter to want their candidates to focus on the following three
issues:
Source: Resonate survey of17,074 U.S. Adults, 2016, index
HEALTHCARE POLICYEDUCATION POLICYSOCIAL ISSUES

3. Whichof the followinguses of militaryforce in hostile
countriesare SINGLE WOMENlikely to
support?
Source: Resonate survey of17,074 U.S. Adults, 2016, Index
U.S. GROUND TROOPSA
NON-COMBAT FORCE USEB
NEITHER GROUND TROOPS NOR COMBAT FORCESC

4. U.S. ground troops
in
hostile countries.
Single Women
Voters are27%
more likely
than online
adults to support use
of

5. Whichof the followingvalues are
SINGLE WOMEN VOTERS
most motivated by?
Source: Resonate survey of17,074 U.S. Adults, 2016, Index
B SELF-FULFILLMENT
C PRIDE
A SELF-IMAGE

6. Self-Image
SingleWomen
are58%
more likely to be
concerned with
Comparedtoonlineadults

7. Which ofthe followingare SINGLE WOMEN
VOTERS most likely value?
Source: Resonate survey of17,074 U.S. Adults, 2016, Index
B INDIVIDUALITY
C ROMANTIC LOVE
A SOCIAL/PROFESSIONAL STATUS

8. Social/Professional
Status
Single Women
Voters are
41%more
likely to be
driven by
Comparedtoonlineadults

9. When targeting anaudience, make
sure your messaging addresses their
underlying motivations—not just
demographics.
WHY DO VOTERSACT?

10. What are the top TV shows
SINGLE WOMEN VOTERSwatch?
Source: Resonate survey of17,074 U.S. Adults, 2016
NEW GIRL
A
EMPIRE
B
UNBREAKABLE
KIMMY SCHMIDT
C

11. New Girl thanother
TVshows
Compared toonlineadults
94%ofSingle
Women Voters are
more likely to
regularly
watch

12. CHALLENGE
I need a strategy aimed at
gettingpotentialvoters to
engagewithour ads.
SOLUTION
Know Who is Most Engaged with Your Campaign
Combine detailed analytics with adeffectiveness
studies to trulyunderstand who startsengaging with
yourad vs. whointeracts with it allthe way through.