Every election cycle, a crucial group of swing voters helps decide which candidates emerge victorious by shifting their support from one side to the other. Throughout the year, NPR gained insight into their thinking as participants in different swing states reflected on President Trump, key political issues, and their future voting plans.
The Swing Voter Project Background
The individuals participating in these monthly online focus groups previously voted for Joe Biden in 2020 before switching their support to back Trump in 2024. As a partner in the Swing Voter Project, NPR observed these voters alongside messaging firm Engagious and market research recruiting firm Nelson Recruiting.
Key Insights From the Electorate
Ahead of Election Day, the project revealed five primary takeaways regarding how these voters view the current political landscape. First, these Biden-to-Trump voters quickly soured on the president. Second, voters are able to draw a direct line from Trump’s decisions to their feelings about the economy.
Third, the findings showed that Democrats are not necessarily popular either among this group. Fourth, there appears to be a convergence among voters on both the left and the right in support of economic populism. Finally, there is broad concern among voters about artificial intelligence and the proliferation of data centers.
Listeners can access a special, hour-long discussion detailing these takeaways and hearing directly from the voters through the embedded audio player.
