About Us

Latina Decisions is a new research endeavor from the Latino Decisions research team. Latina Decisions provides political decision makers with independent data to facilitate critical decisions.

Through Latino Decisions, we have already gathered a tremendous wealth of data regarding Latina voting decisions. With Latina Decisions, we are focusing on those issues most relevant to the Latina electorate, and understanding how Latina viewpoints and priorities compare to those of the general electorate. Our current research is focused on States in which the Latina vote will play an important role in the 2012 elections. Our research and in-depth analysis enables decision makers to understand the concerns of the Latina community in each State, and helps decision makers identify how to deliver their messages effectively.

While many other polls focus exclusively on national politics, at Latina Decisions we believe that key measurements must be made at the State level. The large sample size of our research, our focus on individual States, and our expertise regarding the Latina political landscape all set Latina Decisions apart from other available research.

To contact us, call, toll free at (877)-271-2300.


Latina Decisions conducts surveys of Latinas in the United States, many times focusing specifically on Latina registered voters. In our Latina registered voters surveys, we poll respondents who self-identify as Latina or Hispanic and are registered to vote in a given state. Our samples are typically drawn randomly from the most recent publicly available list of registered voters in the given state, and based on Hispanic households, as identified by different commercial vendors, and merged with third party data to secure telephone numbers; both landline and cellphone numbers are included, and in a national survey of Latina registered voters we typically have 20% cell phone-only respondents (though this may vary by state). One important starting point for identifying Hispanic households is to screen for Hispanic surnames using the Census Bureau list of 12,000 commonly occurring Spanish surnames. Beyond the surname list, additional non-Spanish surname Hispanic households are identified by commercial market data and included in the Hispanic household sample, or Census population data. Voter registration status and Hispanic identification are verified upon contact with respondents, who confirm if they are registered to vote and of Hispanic/Latina descent. Overall, about 90% of respondents typically have a Spanish surname and 10% do not. A wide variety of Census and academic research reports suggest 90-95% of all Latinas in the U.S. have a Spanish-surname, and using a registered voter list is far superior to a simple RDD of Spanish-surname households because a large percentage of Latinas are not registered to vote, yet many will say they are registered to vote in RDD samples, resulting in a high percentage of non-registrants in the sample. Latina Decisions (and most reputable pollsters) avoid this simple error by using the registered voter list as a starting point. We have a longer and more detailed discussion of our sampling strategy posted here.

Surveying is conducted by fully bilingual interviewers. Respondents are greeted in both languages, and surveys are conducted in either English or Spanish, at the discretion of the respondent. Up to five callbacks are scheduled for each record. The survey instrument is created by Dr. Matt Barreto, Dr. Gary Segura, Dr. Victoria Soto-Francesco, and Dr. Gabriel Sanchez, often in consultation with other Latina political scientists, and translated into Spanish. The survey is administered under the direction of Pacific Market Research, in Renton, Washington, and performed using a Computer-Assisted-Telephone-Interviewing (CATI) protocols. CATI programming is performed by Pacific Market Research. Our CATI software offers a superior ability to exercise tight control of sample. We can track call histories for every number dialed, ensure that the times when respondents are called are varied (different times of day and on different days) to maximize response rates, and thus achieve a high degree of customization to fit individual project requirements. Using our software, here is one approach we can take to setting dialing protocols to maximize response rates. Our surveys range in length from 10 minutes to 25 minutes, depending on the content, and the exact needs of our clients. Final sample size ranges from a minimum of n=400 to n=2000, again, based on the exact needs of our clients.

The Researchers

If you have any questions, please contact our corporate offices, or our research team:

Dr. Matt A. Barreto, phone: (909) 489-2955

Dr. Gary M. Segura, phone: (206) 280-5069

Dr. Victoria Soto-Francesco, phone: (425) 271-2300

Dr. Gabriel R. Sanchez, phone: (505) 277-3337

Latina Decisions office, toll free: (877) 271-2300