When Smart Brevity Turns Simplistic

The upstart political publication Axios specializes in "Smart Brevity," a trademarked slogan and approach reflected in punchy, newsletters and buzzy scoops. Political insiders consider Axios a must-read outlet in the Trump era.

We are Axios readers, but we believe some topics require context. This includes Axios's coverage of the focus groups it has convened throughout 2019, bringing together swing-state Obama voters who switched to Trump.

Focus groups serve a vital function, helping researchers explore voters' attitudes and the values underpinning them. A form of qualitative research, focus groups do not generalize the views of a broader population – that's where quantitative methods such as surveys come in. Axios is brushing past this important difference, drawing sweeping conclusions from its groups, such as the December 16 story by Alexi McCammond below.

The good news is research experts are on the case, including our own. Amber is leading a committee for the American Association of Public Opinion Research tasked with developing news reporting guidelines for focus groups. We hope the effort leads to a better understanding of what different research methodologies teach us – and more responsible journalism.