EMC California Analytics
A comprehensive suite of voter scores and personas covering every registered voter in California.
EMC California Analytics provides campaigns, organizations and advocates with detailed insight into voter attitudes, beliefs and behavior across the state. This product is available now for the 2026 election cycle and supports candidate, ballot measure and issue advocacy efforts statewide.
To learn more about EMC California Analytics, available products or pricing for your geography, contact analyticsCA@EMCresearch.com.
What Is EMC California Analytics?
EMC California Analytics is a statewide suite of analytics products developed by EMC Research to help campaigns and organizations understand voter attitudes and behaviors in a clear, approachable way.
Issues and Attitudes
EMC California Analytics helps to understand Californians on a wide range of issues and beliefs, including but not limited to:
- Housing availability and affordability
- Education funding and school facilities
- Taxes and public investment
- Homelessness and policy approaches
- Ideology and partisanship
- Public safety and crime
- Language, culture and community identity
Each issue area is supported by clearly defined scores and personas.
Data Partners
EMC California Analytics is delivered through PDI in partnership with Political Data, ensuring seamless integration with the tools campaigns already use.
Voter Scores
Voter scores provide precision and detail by estimating how likely a voter may hold a particular belief or position. Scores are expressed on a 1 to 100 scale, with higher values indicating a higher probability.
Scores are used alongside personas to support targeting, message development and strategic analysis.
Voter Personas
Voter personas group voters into distinct, mutually exclusive categories based on shared attitudes and perspectives. Each voter belongs to one persona, making personas an accessible entry point for understanding complex voter landscapes without relying on demographics alone.
EMC California Analytics includes three core persona sets, each designed to support different strategic needs.
Electoral Personas
Electoral Personas place voters along a spectrum based on ideological beliefs, political engagement and orientation, helping campaigns understand how voters think about politics and governance.
Housing Personas
Housing Personas group voters based on attitudes toward housing availability, development, affordability and policy solutions, providing insight into how voters approach housing-related issues.
Government & Taxes Personas
Government & Taxes Personas group voters based on attitudes toward the role of government, public spending and taxation, helping organizations understand how voters think about public investment and fiscal policy.
How Campaigns Use EMC California Analytics
EMC California Analytics supports decision-making across the campaign lifecycle by enabling individual voter-level targeting based on attitudes and beliefs. Common use cases include:
- Targeting individual voters and voter universes based on attitudes rather than demographics alone
- Informing message development and testing
- Allocating resources more efficiently
- Appending voter-level scores and personas to survey research for additional insight
- Assessing strategic alignment before launching outreach
How It Works
EMC California Analytics is built using a large statewide survey of registered voters combined with voter file and other relevant data. EMC Research applies statistical modeling techniques to identify patterns in attitudes and behavior and then extends those insights to voters across the state.
EMC California Analytics products are delivered through PDI. Voter scores and personas function like standard PDI fields and can be used for analysis, targeting and strategic planning.
Pricing for EMC California Analytics varies based on the size of the geography and the products selected.
EMC Research provides strategic support throughout the election cycle, including guidance on how to use personas and scores, assistance with targeting and support for applying analytics alongside research.
Model performance was evaluated using both voter-level survey validation and aggregate comparisons to actual election results. Across multiple analyses, modeled support closely aligned with real-world outcomes.
Note: These models are designed as predictive tools to support strategy and targeting, not as election forecasting tools.
Let’s Talk EMC California Analytics
To learn more about EMC California Analytics, available products or pricing for your geography, contact analyticsCA@EMCresearch.com.
