Focus Groups

Pew Research Centre partnered with PSB Insights to conduct nine 90-minute online focus groups between september 24 and October 10, 2024, with 44 U.S.adults total. We wanted to understand the attitudes and experiences of adults without a four-year college degree, those in rural areas, and people identifying as politically conservative. This research helps us pinpoint issues critically important to thes groups. Participants aren’t representative of the nation, and results aren’t presented as numbers. Quotes have been lightly edited for spelling, punctuation, and clarity.

Recruitment

PSB Insights recruited participants according to the following criteria. All participants needed to be 18 or older (19+ in Alabama/Nebraska, 21+ in Mississippi), live in the U.S., and have a computer or mobile device with reliable internet and a webcam.

1. A focus group of White adults without a college degree,with mixed ages and genders,living in urban or suburban areas. Participants have diverse partisan affiliations and are moderate in their political views. They also follow the news occasionally and use social media at least weekly.
2. A focus group of White adults without a college degree, with mixed ages and genders, living in urban or suburban areas. participants have diverse partisan affiliations and are moderate in their political views, but they don’t regularly follow the news or use social media.
3. A focus group of White adults without a college degree, with mixed ages and genders, living in rural areas.Participants identify as Republican or lean Republican, and are conservative or moderate in ideology. They also follow the news occasionally and use social media at least weekly.