The Focus Group Podcast S6 Ep18: Sarah’s First Focus Groups
Jan 3, 2026
In this insightful discussion, Conor Kilgore, a talented producer and interviewer, joins Sarah Longwell, who began conducting focus groups to challenge Trump’s dominance in the Republican Party. Sarah shares her journey from attempting to find a primary challenger to uncovering surprising voter loyalty to Trump in both Ohio and New Hampshire. They delve into the dynamics of voter perceptions, the evolution of loyalty, and the impact of social identity on political beliefs. Sarah also highlights future races to watch in 2026, offering a strategic perspective for Democrats.
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Origin Story Of The Focus Groups
- Sarah recounts starting focus groups in 2018–19 to find a primary challenger to Trump but instead found voters comfortable with him.
- That discovery launched her long-term focus group work and this podcast.
Information Varies Widely Between Elites And Voters
- Many voters simply hadn't heard high-profile Washington events like the Trump–Putin Helsinki summit.
- Sarah realized measuring what voters actually hear is as important as measuring what they think.
New Hampshire Voters’ Practical Defense Of Trump
- New Hampshire focus groups showed Trump supporters praising his business skills and direct communication.
- Participants dismissed many scandals as irrelevant compared with perceived economic competence.