RVI Report: January 6 – Making a Case Against Trump and Allies with Small-Town and Rural Voters

The Rural Voter Institute conducted a focus group in late summer/early fall exploring perceptions of the events of January 6 and the resulting investigations. This previously unpublished research is of particular importance given the recent subpoena for former President Trump to testify before the Congressional Committee investigating the events of January 6.

Topline Findings

How to persuade voters:

Only one point moved voters from their existing beliefs and opinions regarding Trump or his GOP allies: whether or not Trump encouraged people to bring weapons on January 6. If Trump did so, all panelists condemned him, even Trump’s most ardent defender in our focus group. The question of weapons at the Capitol was a solidifying point as all panelists agreed that those who entered the Capitol without authorization should be prosecuted.

How the issue moves voters:

Without any proactive messaging, Trump-Biden voters were disgruntled with both Trump and Trump-supporting Republicans and said it would influence their voting decisions for the midterms and 2024. Trump-Trump voters were not moved in terms of their voting decisions or political beliefs until panelists brought up the question of whether or not Trump encouraged people to bring weapons on January 6.

Priorities that are top of mind:

Panelists’ priorities for the upcoming election largely remained focused on the questions of the economy and inflation. The events of January 6 and the ensuing investigation took a backseat, as one panelist described the events of January 6: “It’s a sad disgraceful thing that happened but there are things impacting people’s daily lives that are more important.”

How to reach target voters:

Trump-Biden voters were reasonably informed about the events of January 6 and the resulting Congressional investigations, Trump-Trump and Stein-Trump voters less so. Based on where respondents said they got their news Democrats must find a way to get messaging and information out to those who largely consume information within the right-wing media ecosphere.

For further findings and recommendations, download our report below.