About Tarrance Consulting
Tarrance began with an idea and a dream back in the 1960s...
...when Lance Tarrance read Barry Goldwater's book, "Conscience of a Conservative." in college at Washington and Lee University, it inspired him to become active in government and elections and became his passion. Later, his friendship with Richard Scammon, editor of America Votes and former Director of the U.S. Census, propelled Lance to publish maps and voting returns for the major counties in Texas, a first for his state.
The final signpost that helped direct his career was the landmark book, "The Emerging Republican Majority", published in 1969, by Kevin Phillips. This book charted the demographic and historical patterns that predicted that the old South and the new Sunbelt/Southwest would realign to a new conservative - GOP future. This book became his career - life mission.
He chose to locate and start his company, V. Lance Tarrance & Associates in Houston, Texas, the geographical center of the SunBelt states.
At Tarrance Consulting, we are dedicated to
winning formulations through a comprehensive
"Four Corners Strategy" that includes: (1) critical issues analysis, (2) key voter demographic polling/sampling, (3) media research/messaging, and (4) candidate positioning. We bring the entire focus of the campaign onto one page to simplify any strategy and to center on the metamessage which brings the entire campaign to its ultimate force against the opponent.
We have been at the center of the U.S. and international political scene for nearly four decades. During that time we have earned our reputation as voting behavior specialists and continue to provide valuable insight into national public opinion trends.
Lance's career took him on an exciting journey from data collection experience as Special Assistant to the Director of the U.S. Census, to one of America's top
public opinion analysts, authors and guest lecturers.
After building a successful polling company that was acquired by the Gallup Organization, he became a member of their Board (1987-1992). Later, he became their 'man in China', as President and Managing Director of Gallup China Inc. in Beijing (1993-1996).
Lance was a distinguished visiting professor at the Texas A&M University's Center for Presidential Studies lecturing on contemporary public opinion analysis.
ADDITIONAL PROFESSIONAL AND EDUCATIONAL INFORMATION ABOUT V. LANCE TARRANCE JR.