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   Lance Tarrance, as principal, has an advanced degree in Behavioral Research with additional background at the Survey Research Center at the University of Michigan, in the Office of Director of the U.S. Census Bureau, at the Kennedy School of Government at Harvard University, and on the Board of Directors of the Gallup Organization.


   His history includes experience in seven U.S. Presidential campaigns and working for innumerable corporations and public affairs associations providing data collection, statistical analyses and strategic formulations.

   The other partner of Tarrance Consulting is Debora Taylor-Tarrance who has a scientific background in GeoSciences and Information Technology.


MARCH 28,2023
VERNON LANCE TARRANCE JR. was the Project Coordinator for the questionnaire design team and assisted in the sample design of the outer suburbs.  He collaborated on the analytics for the client, Texas Latino Conservatives, and assisted in the PowerPoint presentation. This survey was the first of its design ever attempted in Texas.   The project received national recognition in 2023.


MARCH 29, 2023

Campaigns & Elections 2023 Reed Awards

"The Most Exacting Award in Political Campaigning”

Survey Research – Best Use of Technology in Research

Texas Latino Conservatives’
Hispanic Power Score & Realignment Survey

Echelon Insights, Impacto Group, Tarrance Consulting

"Every year the Reed Awards recognize the most exceptional work in campaigning from the preceding year. The 2023 Reed Awards winners were honored at The Reed Awards Ceremony in Las Vegas, NV on March 28th.  

“We are proud of the team we assembled to carry out this important research. Our work to understand the ongoing realignment of Latino voters will continue and we look forward to sharing more valuable insights in the future,” says TLC Founder, Orlando Sanchez.


The award-winning survey commissioned by Texas Latino Conservatives confirmed that the Republican Party’s Hispanic gains from 2020 would continue into the 2022 election cycle. This survey of Hispanic voters offered the clearest evidence that Hispanic communities across Texas were poised to move even further right in November, and, indeed, they did precisely that.

The Texas Hispanic Realignment survey, which was conducted by Patrick Ruffini of Echelon Insights, Leslie Sanchez of Impacto Group, and V. LANCE TARRANCE, JR., built upon a previous postmortem analysis of the 2020 election and Census data which identified three key regions where the Hispanic vote is changing the most: 1) South Texas and the Rio Grande Valley, 2) the outer suburbs of Houston, Dallas, San Antonio, and Austin combined with battleground State House districts in these metros, and 3) exurban areas of major metros (Houston, Dallas, San Antonio) combined with counties showing the highest Hispanic population growth statewide.


Together we surveyed 1,200 Hispanic registered voters in these three regions in English and Spanish using a mix of live caller telephone and text-to-web interviews, with 400 interviews in each target region, from June 15 to 26, 2022.















Pro Politics with Zac McCrary

Lance Tarrance, GOP Polling Icon


ZAC MCCRARY SEPTEMBER 27, 2022, "Lance Tarrance is one of the founding fathers of modern political polling. In this conversation, he talks what drew him into the world of GOP politics, an inflection point working at the US Census Bureau, going to work for Ronald Reagan’s pollster, then opening up his own firm The Tarrance Group. Lance goes deep on several of his interesting races...including beating Bill Clinton in his first gubernatorial re-elect in 1980, the upset Senate win of Mitch McConnell in 1984, his involvement in the California gubernatorial race that gave rise to the so-called “Bradley Effect”, his analysis predicting the rise of a Donald Trump-type candidate & many great stories and insights from his incredible career in politics."








trump was seen with a path to gop success 10 months before the election:

JANUARY 6, 2016 - "If Trump gets the GOP nomination will it hand Democrats a win in 2016? Not necessarily!" - "...For many Republicans outside the Washington area, Trump’s candidacy has been a breath of fresh air in an atmosphere of suffocating campaign double-talk, political correctness and the business-as-usual approach of the political class in the nation’s capital........ Trump, with his “Make America Great Again” theme, has the potential to win states in the Midwest like Michigan, Wisconsin and Ohio (“make the industrial states great again”) ........This would mean getting support from more blue-collar and white working-class voters, not just suburban, college-educated, white-collar voters. These angriest voters have been attracted to Trump largely for his unique leadership style – yes, I said “style,” not “policy” – and this is what makes this election year totally different, one that no Romney or McCain would understand........ Now is not the time to be conflicted. Now is the time to realign the Republican party with key Midwest states, and Trump may have the answer. In just a few weeks, the 2016 primaries may also have the answer." by V. Lance Tarrance, Jr.

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Tarrance Consulting utilizes surveys, interviews, polls, focus groups, and observations to achieve your goals.











Lance Tarrance follows the political strategy of populist conservatism outlined in Breaking Republican, published in 2015 with co-author Stephan Helgesen.  Before Donald Trump was ever a major candidate for President.  Donald Trump might have read this book, only history knows.  And he went on

to achieve one of the greatest election upsets in the United States in the fall of 2016.

about us




CEO, President

Lance Tarrance is the primary interface with clients and has a strong background in research design, questionnaire construction, key data interpretations, and strategic formulations.



Vice President and IT Specialist

Debora Taylor is an Information Technology specialist, researcher, and  publications editor for all books, papers, op-eds, and speeches. She is also our Webmaster.  




MASTER Tarrance Consulting logo Nov 29 2

V. Lance Tarrance, Jr.

Tel: 202-257-1056

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