GBAO x VPC: Results from Focus Groups of Unregistered Voters in the New American Majority

The Voter Participation Center (VPC) partnered with GBAO on four online focus groups with people in the New American Majority – people of color, young people, and unmarried women – who are not registered to vote. During these focus groups we examined potential barriers and objections to voting and registering to vote. In addition, we also attempted to gain insight into the lives of non-voters holistically. We dug into factors like community engagement, how they consume and understand news media, the role of social media in their lives, and cultural differences among people of color. 

These focus groups gave us important insights into non-voters ahead of the 2024 general election, and allowed us an opportunity to check our assumptions and listen to non-voters tell us in their own words about their lives and relationships to voting. This research will inform tests that we perform in our digital and mail programs, which reach tens of millions of Americans in the New American Majority.

Attached below are a memo and a presentation with the topline findings from these focus groups.