Research from the
Easy Voter Guide Project

The work of the nonpartisan Easy Voter Guide Project is based upon the results of an ongoing community-driven research and design process begun in 1994 that uses community-based market research to delve beneath the familiar approaches to addressing low voter turnout.

Click on the links below to download PDF documents highlighting our research:

• Case Study: A Community Based Approach to Increasing Voter Turnout
  A comprehensive six-page summary of our original research results, with a discussion of the Easy Voter Guide and www.easyvoter.org.
  
  
• Easy Voter Guide: A community-driven design process
  A one-page summation of how our research has influenced the work of the Easy Voter Guide Project.

Click on the link below to read our online report:

• 1996 Election Study
  The complete online report of our study of the Easy Voter Guide Project's approach to increasing voter turnout. Read how voter turnout among adult school students increased to 70% versus the norm of 35-36% among this demographic segment.

Why People Don’t Vote

We found that many common excuses about not voting relate to information needs rather than political or structural issues.

What they say		What they mean
Don't like the choices		Don't know the candidates/issues
My vote won't count		Don't feel own opinion matters
Takes too much time		Don't know how to vote
It's inconvenient		Intimidated by the process

This research also revealed "performance anxiety" across all voter types:

First-Time Voters

• Many can’t read the official Ballot Pamphlet or Sample Ballot
• Uncertain about what will happen at the polling place
• Voting feels like taking a test

More Experienced Voters

• Wait until the night before to "cram"
• Feel they can’t fulfill their "duty" to be well-informed on all the races

What People Asked For

These audiences were asked what they wanted to get ready to vote. Both new and experienced voters asked for more user-friendly nonpartisan information.

New voters also asked for:

• Reasons why to vote, from a peer perspective
• Hands-on training about how to vote
• Basic information about what they are voting on: choosing a party, types of elected officials, job descriptions, etc.