NPR conducted an extended study of swing voters across multiple states during 2026, tracking a significant demographic that plays a decisive role in presidential elections. These voters were participants in the Swing Voter Project, a research initiative involving monthly online focus groups conducted in partnership with messaging firm Engagious and market research recruiting firm Nelson Recruiting.
The voters examined in this project represent a notable political shift. They had supported President Joe Biden in the 2020 presidential election but subsequently switched their support to President Trump in 2024. By tracking their perspectives throughout the year, NPR gained insight into how these persuadable voters form their political preferences and what factors influence their electoral decisions.
Throughout 2026, NPR documented how swing voters in different swing states reflected on the Trump presidency, the political issues that held significance for them, and their potential voting choices moving forward. This longitudinal approach provided researchers with an opportunity to observe how voter perspectives evolved and which concerns remained consistent in their decision-making processes.
As Election Day approached, NPR compiled findings from its year-long observation into a special one-hour discussion examining five key takeaways from the Swing Voter Project. The program, titled “Swing voters and the issues that matter,” was edited by Ben Swasey and produced by Lexie Schapitl. The special featured analysis of what the research revealed about this crucial voting bloc and the factors shaping their political alignments.
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