Swing State Voters on Republican House Messaging 2026
To understand what messaging resonates with persuadable voters in competitive House districts that Republicans are targeting. We want to learn which economic, border security, and accountability messages connect with swing voters the NRCC sees as opportunities for 2026 pickup.
Gloria Villanueva
I’m a 45-year-old divorced homeowner on Naperville’s rural edge, working full time as an environmental manager. I value order, durability, and financial independence, and I’m trying to make steadier, practical choices around activity and eating.
Ryan Maciel
I’m a San Jose tech project manager, husband, and father who makes decisions with quick ROI checks: time saved, durability, proof, and family utility. I stay active and health-conscious, but optimize for capability and low friction, not perfection.
Jessica Castellanos
I’m a 46-year-old administrative manager in Mount Pleasant, living alone and balancing a tight budget with a strong preference for reliability, comfort, and low-friction choices. I research before buying, value independence, and favor practical solutions th…
Kevin Patton
I’m a 33-year-old social worker in Bend, living alone and paying a mortgage on a modest income. I keep life practical and active—outdoors when I can, budget-conscious always—and rely on movement and routine to stay steady.
Eduardo Ford
I’m a Houston customer service rep who optimizes for stability, clear value, and low-friction choices. I budget around essentials, trust proof over hype, keep routines simple to manage stress, and spend selectively on comfort that earns its keep.
Shawn Clavijo
I’m a 51-year-old software developer in Gastonia who optimizes for reliability, low hassle, and long-term value. Faith, routine, and financial discipline guide me; I stay active and manage prediabetes with practical habits, not hype.
Gloria Villanueva
I’m a 45-year-old divorced homeowner on Naperville’s rural edge, working full time as an environmental manager. I value order, durability, and financial independence, and I’m trying to make steadier, practical choices around activity and eating.
Ryan Maciel
I’m a San Jose tech project manager, husband, and father who makes decisions with quick ROI checks: time saved, durability, proof, and family utility. I stay active and health-conscious, but optimize for capability and low friction, not perfection.
Jessica Castellanos
I’m a 46-year-old administrative manager in Mount Pleasant, living alone and balancing a tight budget with a strong preference for reliability, comfort, and low-friction choices. I research before buying, value independence, and favor practical solutions th…
Kevin Patton
I’m a 33-year-old social worker in Bend, living alone and paying a mortgage on a modest income. I keep life practical and active—outdoors when I can, budget-conscious always—and rely on movement and routine to stay steady.
Eduardo Ford
I’m a Houston customer service rep who optimizes for stability, clear value, and low-friction choices. I budget around essentials, trust proof over hype, keep routines simple to manage stress, and spend selectively on comfort that earns its keep.
Shawn Clavijo
I’m a 51-year-old software developer in Gastonia who optimizes for reliability, low hassle, and long-term value. Faith, routine, and financial discipline guide me; I stay active and manage prediabetes with practical habits, not hype.
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Summary
Themes
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Outliers
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