Leaders in Divining Hispanic Opinion

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David Binder Research

David Binder worked as an in-house pollster for the Obama campaign in 2008 and 2012, but the methodology he used differs from that of traditional pollsters. Binder specializes in qualitative rather than quantitative research. His focus is on assessing subjective factors such as language, emotion, and attitudes. He has hosted online discussion groups where swing voters are asked to respond to political messaging and events spontaneously, allowing Binder to pick up on what is connecting with voters.

In the run-up to the 2010 California gubernatorial election, Binder discovered an enthusiasm gap among Hispanics that favored Jerry Brown over Meg Whitman. Binder also worked with Moore Information to find ways to win over Hispanics during midterm elections—for which Latinos typically turn out in meager numbers.

Photo of David Binder via YouTube.

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