Problem to solve: Identifying the knowledge gaps in understanding voting sentiments in the United States from multiple perspectives (voters/non-voters, multiple generational groups, federal, state, local levels).

Hypotheses: There is more nuance in voting decisions than apathy and vote campaigns don’t address these friction points.

We conducted 38 remote, unmoderated sessions spanning a variety of audiences and topics:

➡ Audience: Voters and non-voters across four identified generational groups—Baby Boomers (Ages 56-74), Generation Xers (Ages 40-55), Millennials (Ages 24-39), and Generation Zers (Ages 18-23).

➡ Topics: Previous presidential election voting experience (if any), 2020 presidential election, local elections, state elections, information-gathering during elections.

An article shared the following key findings:

➡ Most voters and non-voters care about the country and feel that elections are important.

➡ A lack of objective information on issues and candidates is one of the most important reasons why people don’t vote.

➡ Many people say local issues are important to them, but it’s hard to get trusted information to help them decide those votes.

➡ There’s strong interest in online voting because it would be convenient. But some people, especially older ones, are nervous that it could be hacked.

➡ It sparked conversations about voting in a larger forum (LinkedIn).

➡ It showed the value of using research to uncover behavioral insights beyond product or digital experiences.