Future Majority releases voter study on truth

In a time when what’s true feels uncertain, when we are awash in a tide of misinformation and more news than we know what to do with, Future Majority was curious – could there be a better way to come to terms with what’s true and what’s not? And more importantly, could there be insights we could gain from individuals who had changed their minds about what was true in their own lives?

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 people know what’s true, how people change their minds and how.

Download the Report


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