The North Carolina

Narrative Project

Methodology

The recommendations of the North Carolina Narrative Project were elucidated from many layers of original research conducted between September 2021 and March 2022, as well as a review of existing research and recommendations laid out by other organizations. These elements of research include:

QUALITATIVE RESEARCH

Metaphor Elicitation Study

An online ethnographic study was conducted in September 2021, using metaphor elicitation, as well as a variety of sensory exercises, to give participants the time and the space to share what matters most to them in an unfiltered manner.

Participants: N=30, divided between:

  • First-time Voters in 2020
    • Voted for Biden
    • Mix of white people and people of color
    • Mix of ideology, from liberal to lean conservative
  • White Suburban Voters
    • Independents willing to vote for Democrats
    • Mix of Biden and Trump voters
  • Younger men of color
    • Black/Latino men under 40
    • Voted for Biden
    • Ideology ranging from liberal to moderate

Qualboards

A three-day online message board discussion with Black voters was conducted in September 2021.

Participants: N=30:

  •  Under 50 years old 
  • Mix gender 
  • Mixed levels of educational attainment 
  • Even mix of participants from rural, suburban, and urban areas 
  • Mostly Democrats with a few Independents and Republicans

Online Focus Groups

Four online focus groups were conducted, two among white audiences in September 2021 and two
among Latino audiences in October 2021.

Participants: N=5 “New Arrivals” who moved to NC

  • within the last 10 years 
  • White
  • Mixed gender
  • College graduates • 30-50 years old

 

Participants: N=5 suburban women

  • White
  • Mixed age
  • Independents or 2020 ticket splitters
  • Some college and college graduates

 

Participants: N=6 Latinas

  • Mostly Independents
  • Mix of college and non-college
  • Mixed countries of origin

 

Participants: N=6 Latinos

  • Mostly Independents
  • Mix of college and non-college
  • Mixed countries of origin

Ethnographic Study

Ethnographic researchers who specialize in identifying how people make sense of their world were employed to go out and talk to people where they live and work in December 2021. Participants were approached on the street in Asheboro, Salisbury, Lexington, and Winston-Salem, with special attention paid to rural inhabitants, those with blue-collar jobs, education at or around the high school level, and incomes well below $50K a year.

Participants: N=36

  • Mix gender
  • Mix of ages
  • Half white, half people of color
  • 75% non-college
  • Half of participants had a household income <$50k
  • Mix of partisan affiliation, though skewed Republican

QUANTITATIVE RESEARCH​

Statewide Surveys

An n=1,000 registered voter survey was conducted by telephone in December 2021.

 

 

An n=800 likely voter survey with an n=100 oversample of high potential Democratic voters and an n=100 oversample of middle partisans was conducted by telephone and text-to-web in March 2022.

Grow Progress Rapid Message Tests

Rapid Message Tests compare participant reactions to several different messages by utilizing a randomized, controlled experiment.

Two online surveys (n=2,741 and n=2,767) of North Carolina adults were conducted using Grow Progress in February 2022.

Digital and Field Testing

After the qualitative and quantitative research was completed, the NC Narrative Project partnered with the organizations in the Advisory Committee to gain and incorporate live feedback on messaging recommendations based on their use in ongoing field programs. Recommendations were further refined via digital image testing on Grow Progress.

 

Other Sources

Progress NC Action is grateful for additional critical research conducted by other organizations and progressive allies. A few that were instrumental in influencing the recommendations for this Handbook include: 

  • The Winning Jobs Narrative 
  • Race Class Narrative 
  • Midterm Message Project

A Note

The North Carolina Narrative is a living document that will continue to be fine-tuned even after publication. Our messaging recommendations are only as useful as they can be applied in the field. To visit a more dynamic version of this handbook, please visit:

Narrative Project