Our Work

Equis operates at the nexus of research, politics and culture. We challenge conventional wisdom – we conduct research, build infrastructure, test ideas, and drive leaders to massively increase Latino civic participation and exercise our full power in all facets of American society.

Latino, Latinx, Latine, Hispanic?

In an effort to embrace the many cultures and complexities within our community, Equis utilizes at least all four nouns to further articulate the diversity and nuance of the Hispanic diaspora in the United States.

Research Repository

Our Research Repository includes publicly available work meant to help shape a more sophisticated understanding of the experiences, issue preferences, and political identities of Latino and Hispanic voters.

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June 14th, 2023
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Equis’ Latino Playbook: Main Character Energy

March 15, 2024
At Equis we are frequently asked how Latino audiences respond to an increasing variety of media and cultural content — outside of news — and whether the shows people watch or music they listen to might reveal important insights for better capturing Latino attention. Equis Institute, in collaboration with Harmony Labs, has created a segmentation that gives ad makers, creators, and storytellers the power to understand the diverse demography and behaviors of Latinos in the US as well as the characters, values, and stories to which different clusters of Latinos gravitate.

YouTube Testing Experiment: Reaching Latinos on YouTube

January 31, 2024
Equis conducted research in partnership with at Somos Votantes and Priorities USA on effectively reaching and communicating with Latinos on YouTube.

Understanding How to Message to English-Dominant Latino Voters

January 1, 2024
Equis conducted research in partnership with A/B Partners and Senate Majority PAC. This research tackled the challenges in reaching and persuading Latinos voters who predominantly speak English and consume English-language media.

Equis’ Latino Playbook: Media Consumption Report

December 2, 2023
For this project, our team combined data from 19 Equis State Series surveys (a mix of live-dial, text-to-web, and online panel interviews) and one online panel test from late 2021 and 2022 to look at overall news consumption trends for registered Latino voters across the country.

2024 Immigration Messaging

December 1, 2023
We tested multiple positive, contrast, and negative immigration messages with Blue Rose Research to see which was best at shifting Biden vote choice. These messages were tested in English only. The test ran from March 28 to April 5 in AZ, CO, FL, GA, MI, NV, NM, NC, OH, PA, TX, and WI. We collected a total of 17,098 survey responses, with over 60% of responses coming from Latinos.

Mobilizing Latinos with Digital Ads

December 1, 2023
In the 2022 midterms, we partnered with Priorities on a field experiment designed to answer two questions: What is the impact of persuasion messaging on turnout? More broadly, what is the impact of digital advertising on Latino voters? To answer these questions, we worked with the digital experts at Priorities to design and execute a series of experiments - two panel tests and an in-field randomized controlled trial (RCT). The panel test results were used to inform the creative strategy for the field program.

Moonshots

Equis Moonshots are massive, out-of-the-box projects building durable Latino political power.

Conexiones: Building Connections Through Shared Heritage

Conexiones: Building Connections Through Shared Heritage

The Conexiones initiative is a signature program by Equis designed to deepen connections among leaders of Mexican and Mexican-American descent with their heritage and each other.

Latino Political Innovation Zones

Latino Political Innovation Zones

In 2022, the Equis’ Moonshots team embarked on a program that we had never done before—taking our research beyond polling and focus groups and into the real world of campaigning, called Latino Political Innovation Zones (LAPIZ).