Economic narrative project

Goal: To understand the rational and emotional dimensions of decision-making around economic issues (and the macro economy) and to design a messaging framework that moves people to support a more progressive vision for the economy over time.

Process

1: QUALITATIVE

Two rounds of qual (focus groups and 90m 1-on-1s) dug into the underpinnings of the American Dream and how Americans relate to the economy.

2: QUANTITIVE

Layered psychographic research was performed with ~5k Americans to understand the rational and emotional dimensions of decision-making on the economy.

3: CREATIVE RCT

Informed by our two rounds of qual and quant, we developed 17 ads and ran an RCT with more than 10k Americans to see which storylines and sensory cues changed hearts and minds.

4: PLAYBOOK

Leveraging more than 400 pages of research, I created the Economic Messaging Playbook to guide progressives in creating content that is persuasive with moderate voters on the economy.

The Playbook.

The Economic Messaging Playbook is the genesis of a year-long research project aimed at supporting state and national organizations in changing the hearts and minds of moderate and right-of-center audiences on the economy. In the first six months after I finished producing the playbook, it was used as a source of truth for more than 25 state policy and electoral campaigns.

These slides are just a glimpse into the 40-page playbook.

Let’s talk

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