Equis’ Latino Playbook: Main Character Energy
Organizations traditionally measure success by how well they reach and move groups defined by demography or behavior. But true audiences define themselves by choosing the same cultural spaces, stories, and characters. Building an effective audience strategy requires understanding not just audiences’ demographics, but their cultures: the TV, games, music, film, and more that people regularly engage with.
Equis is working to create a better understanding of Latinos and innovate new approaches to reach and engage them. In this research, Harmony Labs collaborated with Equis to inform the strategy of storytellers, organizers, and creatives by identifying the key characters in media who embody and connect with the many identities of Latinos.
Harmony Labs used a combination of media consumption data and survey responses to construct 5 audiences that are key to building narrative power for Latinos in the United States. You can read the full report here and find some key takeaways summarized at Harmony Labs.
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We work toward a more sophisticated understanding of the experiences, issue preferences, and political identities of Latino and Hispanic voters.
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Election Analysis
Memo: Summer 2025 Latino PulseCheck
This memo summarizes key findings from a national poll of 2,000 registered Hispanic voters, with an oversample in competitive congressional districts that are at least 10% Latino by eligible population. This poll was conducted July 21-31, 2025 and has a margin of error of ± 2 pp
Issues
July 2025 Poll on Latinos, Trump and the Economy
This memo summarizes key findings from a national poll of 1,614 registered Hispanic voters, conducted with Data for Progress from July 7 to 17, 2025. This poll has a margin of error of ± 2 pp.
Messaging
2025 Immigration Message Test
Methodology: We tested 7 immigration messages with Swayable using randomized controlled trial (RCT) survey experiments to see which was best at shifting Trump approval. These messages were tested in English and Spanish. The tests ran from July 3 to July 9 nationally. We collected a total of 16,580 responses, with 11,852 English responses and 4,728 Spanish responses.
Issues
May 2025 Poll on Latinos, Trump and Immigration
Some insights from a national poll of 2,545 registered Hispanic voters, conducted with Data for Progress from April 16 to May 5.
Stay in the loop with Equis
Equis is a set of organizations working to create a better understanding of Latinos, innovate new approaches to reach and engage them, and invest in the leadership and infrastructure for long-term change and increased engagement.