Four political ads were shown and dissected, offering a window into what resonates with independent voters and what turns them off.
The Big Picture
In a series of focus groups conducted by The Independent Center in Detroit, Michigan, voters identifying as independent, lean-Republican, or lean-Democratic shared a sobering but hopeful view of the American political landscape. Their perspectives reveal growing public skepticism—not necessarily about America's potential, but about the ability of elected leaders to help realize it.
Background on Focus Group Participants:
Group 1: Independent-Lean-Republican | 5:30PM ET
Demographics:
- 5 Female, 5 Male
- Registered to vote
- Very likely, or somewhat likely, to vote
- Does not plan on voting exclusively R or D
- Does not Strongly Approve nor Strongly Disapprove of the job President Trump is doing
Affiliate as:
- Not so strong Republican,
- Independent leaning Republican,
- Independent, or
- Independent leaning Democrat
Group 2: Independent-Lean-Democratic | 7:30PM ET
Demographics:
- Registered to vote
- Very likely, or somewhat likely, to vote
- Does not plan on voting exclusively R or D
- Does not Strongly Approve nor Strongly Disapprove of the job President Trump is doing
Affiliate as:
- Not so strong Democrat,
- Independent leaning Democrat,
- Independent, or
- Independent leaning Republican
Zooming In
The Detroit focus groups didn’t just talk about politics—they watched it. Four political ads were shown and dissected, offering a window into what resonates with independent-minded voters and what turns them off.
Dan Osborn: The Surprise Standout
Of all the ads, Dan Osborn’s hit the hardest—in a good way. The ad’s authenticity and working-class imagery struck a chord with voters across both focus groups. What they liked most was that he “seems like he’s able to empathize,” and that he positions himself as independent from the two-party system. His branding as “not owned by a party” and refusal to caucus with either Democrats or Republicans earned praise.
It wasn’t perfect—some pointed out that he didn’t articulate specific policy views—but the emotional connection and credibility overcame that flaw. This suggests that for swing voters, tone and authenticity may matter more than granular policy positions.
Check out the toplines from our October 2024 Nebraska poll, in which we surveyed Nebraska voters about Dan Osborne.
Trump’s Inflation Ad: A Case Study in Misfire
In contrast, the ad from Donald Trump’s team about inflation and “frivolous lawsuits” was panned by both groups. The tone was ominous, the logic was unclear, and the message didn’t land. “Ridiculous” was how one respondent described it. Others were confused or even offended by the content’s implications about healthcare lawsuits.
It’s a reminder that emotionally charged messaging can backfire if it comes off as manipulative or incoherent.
Jacky Rosen: Almost There, But Not Quite
Senator Jacky Rosen’s ad walked a fine line. Viewers appreciated her bipartisan tone and willingness to challenge her party, but many still saw her as too scripted. One voter called it “good marketing, but bullshit.” Another said, “She sounded corny and staged.” The lesson? Even positive messages must be grounded in a believable delivery. Voters are looking for “real,” not rehearsed.
Immigration Flyer: A Red Line Crossed
Finally, a current ICE immigration flyer drew mixed reactions. Some liked its aggressive tone, but others were deeply disturbed by the dehumanizing language—particularly the use of “it” to refer to people. For many, that crossed a moral line. “America is built on ideas from somewhere else,” one participant reminded the group.
Independent Lens
For candidates and campaigns trying to reach independents, these Detroit sessions offer a clear mandate: Be honest, be real, and don’t condescend. Avoid fear-mongering and overly staged performances. Voters aren’t just listening—they’re evaluating the messenger. And finally, new social media platforms are emerging, allowing voters to engage on a new playing field.
