For political advertisers, adhering to preconceived notions about what individuals believe based solely on political affiliation may result in the loss of a close election—especially in a hotly contested swing state.

The Rocket Fuel Marketing Research Team is at it again, and this time examined the political preferences of survey respondents on perennial hot-button issues that shape election cycles, such as the pathway to citizenship for undocumented immigrants and the education of undocumented children. The findings begin to sketch a roadmap of each respondent’s beliefs, free from assumptions based on partisanship, and to offer several powerful lessons for political advertisers.

Interesting trends from our recent study include:

  • Individuals who believed undocumented immigrants should be given the opportunity to apply for and earn citizenship in the U.S. were more likely to visit a spa (+62%) and have a white collar occupation (+57%).
  • Voters that were not accepting of the government educating undocumented children were more likely to be a motorcycle enthusiast (81+) and eat seafood (+71%).

Download Rocket Fuel’s “Preparing for 2016 Part III: Looking at the Issues” and find out why knowing what motivates and interests key voters helps political marketers identify the issues they care about most and appeal to them as individuals.

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