3 Minutes 
For the past three years, Engagious and Sago have been teaming up to conduct monthly online focus groups with American swing voters to explore sentiments around elections, current events, and policy decisions.
The Challenge
Engagious, a company that combines research, science, psychology, and storytelling to refine communications, turned to Sago for assistance in identifying the ideal audience for its Swing Voter Project. This groundbreaking initiative was designed to conduct monthly online focus groups with American swing voters who cast their ballots for Donald Trump in 2016 and then opted for Joe Biden in 2020.
The recruitment criteria for this audience are very specific, making potential participants harder to reach. Engagious seeks individuals who fall in the political middle, possessing an openness to both sides and a willingness to publicly share their political views and opinions. Recruiting for research studies is always challenging, but identifying participants who are undecided or willing to shift their stance, particularly on a polarizing issue like politics, presents a unique set of obstacles.
The Solution
Sago’s qualitative panels consist of millions of verified individuals across the country, making them a powerful tool for reaching specialized and niche audiences. For the purposes of the ongoing Swing Voters Project, Sago employs a rigorous screening process to identify and recruit individuals who meet the necessary requirements. This process begins with assessing the timeline for the state Engagious is targeting each month, as some states have a larger participant pool than others (for example, Florida vs. Wisconsin). Sago then programs the screener and conducts follow-up phone screenings. In addition to the initial screening efforts, Engagious also conducts its own re-screening and technology check-ups. This careful selection process ensures that Sago’s partners gain access to a highly engaged and responsive audience, resulting in more meaningful insights and better results.
The Results
Throughout the Swing Voter Project’s last three years, Sago has expertly leveraged its proprietary panels to recruit more than 450 unique participants who demonstrated a willingness to share their valuable thoughts and insights on a wide range of current and pressing topics. This project proved to be a significant breakthrough for Engagious, as Sago has been able to help the company gather insightful data on the perceptions, opinions, and behaviors of a vast sample of Americans—as well as raise the company’s visibility. The findings of this project have been truly enlightening, and continue to provide invaluable information on American swing voters. By leveraging this data, Engagious garnered substantial media recognition on highly regarded platforms such as ABC, Washington Post, Axios, Bloomberg, SIRIUS/XM, and C-Span. This successful collaboration is a testament to the power of expertly crafted research and the value of tapping into Sago’s vast network of verified panelists.
Testimonial
“Sago has been an exceptional partner in the Swing Voter Project. Month after month it’s shown a strong commitment to achieving our shared objectives and gathering the viewpoints of swing voters. What impresses me the most about our collaboration is Sago’s strategic approach. They take the time to fully comprehend our requirements and objectives, and cooperate with us to create a comprehensive plan to achieve them.” – Rich Thau, President, Engagious
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