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Round One

We conducted two rounds of video content production, distribution, and testing. In the first round, we deliberately generated stories that varied across topic, tone, messenger, style, and source to share with each of the nine audience clusters. That decision — not to pre-select audiences or pre-target content — was highly unusual and deliberate.

Round Two

The second round of testing was informed by what we learned in the first round, allowing us to go deeper with specific tones, messengers, topics, and styles that seemed to work best for a few particular audiences in the middle of the ideological spectrum: Libertarian Left, New Suburbans, and Nostalgic Traditionalists.