V. Lance Tarrance, Jr. was a leading Republican pollster and political strategist who conducted hundreds of public opinion studies for national corporations, foundations, and elected leaders of the U.S. Senate, U.S. House of Representatives, and state governments.  He served as a pollster and strategist for the presidential campaigns of Barry Goldwater, Richard Nixon, Ronald Reagan, John Connally, Jack Kemp, George H.W. Bush, and John McCain, including a role as Senior Strategist for Senator McCain’s Straight Talk America political action committee and his 2008 presidential campaign.

Born in Harlingen, Texas, and raised in Dallas, Lance earned a B.A. in Modern European History from Washington & Lee University in three years, followed by a master’s degree in political science from American University. He later became a fellow at Harvard University’s John F. Kennedy School of Government. He held senior research roles with the Texas Republican Party, the Republican National Committee, and the U.S. Census Bureau, where he developed deep expertise in demographics, public opinion research, and voting behavior. He co-authored The Ticket Splitter, a seminal work in political science reviewed by The New York Times with a foreword by Washington Post journalist David S. Broder.

In 1978, Lance founded V. Lance Tarrance & Associates, building it into a nationally respected public opinion research and campaign strategy firm. He played key roles in the successful elections of U.S. senators and governors across the country, and his work helped shape modern political strategy in the “New South.” Among the accomplishments he counted as most formative was his early analysis of shifts in Hispanic voting behavior in the late 1970s and early 1980s, which contributed to the political realignment of Texas.

National Journal recognized Lance as one of the “150 Who Make a Difference,” an acknowledgment reserved for individuals outside government whose ideas meaningfully shape public policy. He served on the Gallup Board of Directors and was appointed President of Gallup China. At 75, he was inducted into the American Association of Political Consultants Hall of Fame, the capstone of a career built on credibility, intellect, and earned respect. He is remembered for his strength, his honor, and his commitment to leaving the institutions and people around him stronger than he found them.