In 2016, an overwhelming majority of Christians, and specifically Evangelicals, embraced Donald Trump as their candidate for President and propelled his candidacy in the White House. In 2020, while many Christian Evangelicals held on and maintained their support for Trump, a portion carved out their own path, voting for Biden and discontinuing their previous support for Trump.
Research shows that identifying as an Evangelical was one of the biggest predictors of voting for Donald Trump. So our question was – what happened? What were the tipping points that moved them from full blown support of Trump to Biden?
To answer these questions, we embarked on a unique study using metaphor elicitation, a form of deep psychological, image-based research, to uncover the bigger story behind how a portion of Trump supporters changed their mind and voted for someone that many thought they’d never vote for.