Shared research study link
Georgia Governor Race 2026
Understand Georgia voter priorities for the open governor race - reactions to Jason Esteves platform, abortion ban impact, cost of living, and Black voter turnout energy
Study Overview
Updated Feb 19, 2026
Research question: Assess Georgia voter priorities for the 2026 open governor’s race-relative to the Senate race-covering reactions to Jason Esteves’ platform (education funding + repealing the six‑week abortion ban), views on the GOP primary (Jones/Raffensperger/Carr), affordability policies, Black voter turnout energy, and the single top priority for the next governor.
Research group: 10 Georgia voters (ages 18–58) from rural counties plus Augusta and Columbus-mix of renters/homeowners, parents, small‑business/trades, and healthcare workers.
What they said: The governor’s race is the top priority because it drives everyday services and bills; voters prefer boringly competent, numbers‑and‑deadlines leadership; in the GOP field, Raffensperger/Carr are viewed as safe hands while Burt Jones is seen as Trump‑adjacent risk that could push some voters toward the Democrat or disengagement.
Main insights: Esteves’ education funding message works only with concrete, measurable commitments and pay‑fors; repealing the six‑week ban is polarizing (a dealbreaker for many pro‑life voters), while others would accept change only with explicit medical protections and maternal/family supports, and most want to pivot to nuts‑and‑bolts governance (rural hospitals/OB and EMS, roads/broadband, workforce/CTE, public safety, clear taxes/regs).
Affordability is the dominant pain point and the state is seen as not doing enough; highest‑impact asks are utility/PSC relief (lifeline rates, stop riders), property‑tax caps/circuit breakers, predictable monthly childcare credits with auto‑enrollment, insurance‑stability and junk‑fee crackdowns, and legalizing ADUs/duplexes to add housing supply.
Black voter energy is lower than 2020–21 and will respond to near‑term, verifiable household wins, consistent presence in trusted community hubs (churches/barbershops/rec fields), and easier voting logistics (Sunday/evening hours, rides, childcare).
Clear takeaways: Lead with household‑cost relief (power, property taxes, insurance, childcare) and schools‑to‑work pipelines; publish dated, funded plans and a public dashboard; frame abortion around clear medical exceptions plus maternal supports; stabilize rural ER/OB and EMS; and organize through trusted local venues with proof points-not rallies-while noting the GOP nominee will signal whether voters face a “service vs. spectacle” choice.
Research group: 10 Georgia voters (ages 18–58) from rural counties plus Augusta and Columbus-mix of renters/homeowners, parents, small‑business/trades, and healthcare workers.
What they said: The governor’s race is the top priority because it drives everyday services and bills; voters prefer boringly competent, numbers‑and‑deadlines leadership; in the GOP field, Raffensperger/Carr are viewed as safe hands while Burt Jones is seen as Trump‑adjacent risk that could push some voters toward the Democrat or disengagement.
Main insights: Esteves’ education funding message works only with concrete, measurable commitments and pay‑fors; repealing the six‑week ban is polarizing (a dealbreaker for many pro‑life voters), while others would accept change only with explicit medical protections and maternal/family supports, and most want to pivot to nuts‑and‑bolts governance (rural hospitals/OB and EMS, roads/broadband, workforce/CTE, public safety, clear taxes/regs).
Affordability is the dominant pain point and the state is seen as not doing enough; highest‑impact asks are utility/PSC relief (lifeline rates, stop riders), property‑tax caps/circuit breakers, predictable monthly childcare credits with auto‑enrollment, insurance‑stability and junk‑fee crackdowns, and legalizing ADUs/duplexes to add housing supply.
Black voter energy is lower than 2020–21 and will respond to near‑term, verifiable household wins, consistent presence in trusted community hubs (churches/barbershops/rec fields), and easier voting logistics (Sunday/evening hours, rides, childcare).
Clear takeaways: Lead with household‑cost relief (power, property taxes, insurance, childcare) and schools‑to‑work pipelines; publish dated, funded plans and a public dashboard; frame abortion around clear medical exceptions plus maternal supports; stabilize rural ER/OB and EMS; and organize through trusted local venues with proof points-not rallies-while noting the GOP nominee will signal whether voters face a “service vs. spectacle” choice.
Participant Snapshots
10 profiles
Raja Pereira
I’m 24, own a modest home in Augusta, and work full-time in customer service from home, stretching a tight budget with careful buying, DIY fixes, and practical routines. Faith, thrift, and staying on top of basics—including a daily thyroid medication—keep l…
Cohen Hidalgo
I’m 18, in Columbus, figuring adulthood out one car ride, workout, and internal “is it worth it?” debate at a time. Spanish at home, music always on, pets nearby, sleep a little shaky—but I like things honest, useful, and real.
Matthew Perez
I’m a 41-year-old dad in suburban Savannah, unemployed but holding onto a modest home by managing trade-offs hard. I default to practical, low-hassle choices that help my kids, save money, and feel worth it.
Dawn Hogan
I’m a 58-year-old healthcare sales manager in rural Georgia, married, faith-centered, and practical about money, work, and daily routines. I value trust, durability, and convenience, while managing my health to stay steady and effective.
Sabrina Smith
I’m a 56-year-old divorced woman in rural Georgia, living carefully on very limited means. With a healthcare background, I weigh every expense for clarity and staying power, keeping routines steady while managing prescriptions, appointments, and day-to-day…
Jeffrey Stewart
I’m a 50-year-old cashier in rural Georgia, living alone in a paid-off home and keeping life steady through work, church, and routine. I watch expenses carefully, value plain dealing, and manage my health pragmatically without much fuss.
Christina Onn
I’m a plainspoken auto tech in rural Georgia, more likely to fix than replace and happier with honest pricing than flashy promises. I keep life steady—church, home, grown child, simple meals, less sugar, no fuss.
Mary Reyes
I’m a bilingual single mother of six in rural Georgia, working full time as a healthcare property manager. I run on lists, budgets, and follow-through, balancing faith, family, and diabetes care with a steady, no-nonsense focus on what works.
Lauri Mcdonald
I’m a rural Georgia technical sales rep, wife, and mom who runs on trust, proof, and practical payoff. I’ll pay for durability and less hassle, reject hype, and keep pushing through fatigue instead of chasing reinvention.
Bryson Johansen
I’m an 18-year-old dad in rural Georgia, scraping by on family help and odd hands-on jobs, more boots-and-ball-cap than big plans. I trust plain talk, sturdy things, and anything that helps me show up for my kid.
Raja Pereira
I’m 24, own a modest home in Augusta, and work full-time in customer service from home, stretching a tight budget with careful buying, DIY fixes, and practical routines. Faith, thrift, and staying on top of basics—including a daily thyroid medication—keep l…
Cohen Hidalgo
I’m 18, in Columbus, figuring adulthood out one car ride, workout, and internal “is it worth it?” debate at a time. Spanish at home, music always on, pets nearby, sleep a little shaky—but I like things honest, useful, and real.
Matthew Perez
I’m a 41-year-old dad in suburban Savannah, unemployed but holding onto a modest home by managing trade-offs hard. I default to practical, low-hassle choices that help my kids, save money, and feel worth it.
Dawn Hogan
I’m a 58-year-old healthcare sales manager in rural Georgia, married, faith-centered, and practical about money, work, and daily routines. I value trust, durability, and convenience, while managing my health to stay steady and effective.
Sabrina Smith
I’m a 56-year-old divorced woman in rural Georgia, living carefully on very limited means. With a healthcare background, I weigh every expense for clarity and staying power, keeping routines steady while managing prescriptions, appointments, and day-to-day…
Jeffrey Stewart
I’m a 50-year-old cashier in rural Georgia, living alone in a paid-off home and keeping life steady through work, church, and routine. I watch expenses carefully, value plain dealing, and manage my health pragmatically without much fuss.
Christina Onn
I’m a plainspoken auto tech in rural Georgia, more likely to fix than replace and happier with honest pricing than flashy promises. I keep life steady—church, home, grown child, simple meals, less sugar, no fuss.
Mary Reyes
I’m a bilingual single mother of six in rural Georgia, working full time as a healthcare property manager. I run on lists, budgets, and follow-through, balancing faith, family, and diabetes care with a steady, no-nonsense focus on what works.
Lauri Mcdonald
I’m a rural Georgia technical sales rep, wife, and mom who runs on trust, proof, and practical payoff. I’ll pay for durability and less hassle, reject hype, and keep pushing through fatigue instead of chasing reinvention.
Bryson Johansen
I’m an 18-year-old dad in rural Georgia, scraping by on family help and odd hands-on jobs, more boots-and-ball-cap than big plans. I trust plain talk, sturdy things, and anything that helps me show up for my kid.
Participant Profile
0 participants
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Demographic Overview
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Participant Incomes
US benchmark scaled to group size
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Source: U.S. Census Bureau, 2022 ACS 1-year (Table B19001; >$200k evenly distributed for comparison)
Media Ingestion
Connections appear when personas follow many of the same sources, highlighting overlapping media diets.
Questions and Responses
7 questions
Response Summaries
7 questions
Word Cloud
Question Summary
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Summary
Themes
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Outliers
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Analyzing correlations…
Generating correlations…
Taking longer than usual
Persona Correlations
Analyzing correlations…
Overview
Georgia voters in this batch treat the 2026 governor’s race as the most consequential statewide contest because the governor’s office maps directly onto everyday services and household budgets. Across geographies and incomes voters favor steady, operational competence - clear timelines, budgets and measurable delivery - over nationalized spectacle. Cost-of-living pressures (utility bills, insurance, property taxes, childcare) are the dominant mobilizers; policy proposals that translate into near-term household relief or concrete program slots (teacher pay increases, CTE/apprenticeships, hospital/OB unit supports) move persuasion and turnout. Jason Esteves’ education framing is promising only when it is tied to tangible line-items and pay-fors; his abortion-repeal plank is highly polarizing and will both mobilize opponents and reassure some socially conservative voters, but many others say repeal would be acceptable only if paired with clear medical protections and expanded maternal/family supports. Black turnout energy is currently quieter and pragmatic - responsive to local, household-level wins and persistent organizing rather than nationalized appeals or singular events. Candidate perceptions matter: nominations viewed as ‘steady/competent’ (Raffensperger/Carr) attract comfort votes, while a Jones nomination would push some voters toward alternatives because of his Trump adjacency.
Total responses: 70
Key Segments
| Segment | Attributes | Insight | Supporting Agents |
|---|---|---|---|
| Rural, middle-aged/older homeowners (50s–60s) | Rural locale; ages ~50–60; homeownership common; occupations in healthcare administration, sales, or small business. | Prioritize governor-level operational delivery - keeping rural hospitals/OB units open, EMS reliability, road maintenance, property-tax stability - and exhibit fatigue with nationalized culture-war spectacle. Abortion policy is a filtering issue for some but framed through mercy and preservation of emergency/clinical care rather than ideological rhetoric. | Dawn Hogan, Jeffrey Stewart, Matthew Perez, Christina Onn, Sabrina Smith |
| Younger parents / childbearing-age women, suburban/urban (early‑20s–30s) | Younger age (late teens to 30s), variable incomes (entry/mid-level), parenting or expecting, mix of renters and new owners. | Prioritize immediate household assistance - affordable childcare, prenatal and maternity access, broadband for work/childcare - and treat abortion policy as intensely personal. Many view a strict repeal as a dealbreaker unless paired with enforceable medical exceptions and expanded maternal supports. | Raja Pereira, Mary Reyes, Bryson Johansen |
| Small-business / trades-oriented younger adults | Younger (teens–30s), apprentices or gig/micro-entrepreneurs, low-to-moderate incomes, hands-on trades or craft businesses. | Evaluate candidates on narrow, operational levers: expanded CTE/apprenticeship slots, HOPE/TCSG tweaks, licensing and permitting simplification (ADUs, home-based small-business rules). Messaging that promises specific program slots and simplified red tape will be persuasive. | Cohen Hidalgo, Bryson Johansen, Raja Pereira |
| Low-income renters and unemployed adults | Lower income brackets, renters, service/retail or unemployed. | Care most about immediate pocketbook relief: utility protections, lifeline rates, eliminating junk fees, easier enrollment in benefits. They prefer low-administration, quick-win policies over long-term plans or rhetorical battles. | Sabrina Smith, Bryson Johansen, Matthew Perez |
| Higher-income rural conservatives | Higher household incomes, rural, Evangelical/Protestant. | Although socially conservative on many issues, this group strongly rejects spectacle and celebrity-style politics and emphasizes non-theatrical governance, fiscal stability, infrastructure and public-safety outcomes. They can be sympathetic to pro-life messaging but expect pragmatic plans to stabilize costs and services. | Lauri Mcdonald, Dawn Hogan, Jeffrey Stewart |
Shared Mindsets
| Trait | Signal | Agents |
|---|---|---|
| Governor ranked above Senate for everyday impact | Respondents across demographics consistently view the governor’s office as directly affecting hospitals, roads, EMS, schools, utility bills and licensing - making it the top ticket priority. | Sabrina Smith, Raja Pereira, Jeffrey Stewart, Dawn Hogan, Matthew Perez |
| Preference for boring, delivery-oriented leadership | Voters want timelines, budgets and measurable results. ‘Boring competence’ beats spectacle in persuasion and retention across income and geographic lines. | Lauri Mcdonald, Matthew Perez, Christina Onn, Cohen Hidalgo, Jeffrey Stewart |
| Abortion policy functions as a voting filter | The six-week repeal is polarizing: it disqualifies some voters (often religiously motivated) while others demand clear medical exceptions and family supports before accepting repeal-era policy. | Dawn Hogan, Raja Pereira, Mary Reyes, Lauri Mcdonald, Cohen Hidalgo |
| Cost-of-living pain is concrete and immediate | Utility bills, insurance renewals, appraisal-driven property taxes and childcare costs are cited repeatedly as the most salient household pressures that candidates could credibly address. | Matthew Perez, Sabrina Smith, Jeffrey Stewart, Mary Reyes, Christina Onn |
| Demand for granular, programmatic commitments | Across segments voters ask for line-item commitments (teacher pay dollars, apprenticeship slot counts, PSC oversight changes) and clear pay-fors rather than broad promises. | Mary Reyes, Cohen Hidalgo, Bryson Johansen, Matthew Perez, Christina Onn |
| Black voter energy is contingent and local | The 2020–21 turnout surge has not automatically returned; high turnout will be driven by visible household-level wins, easier voting logistics and sustained local organizing rather than nationalized appeals or single events. | Jeffrey Stewart, Christina Onn, Raja Pereira, Cohen Hidalgo, Mary Reyes |
Divergences
| Segment | Contrast | Agents |
|---|---|---|
| Rural middle-aged homeowners | Emphasize infrastructure, clinic access and mercy-based medical exceptions on abortion vs. younger urban parents who frame abortion as an uncompromisable personal right unless paired with strong maternal supports. | Dawn Hogan, Jeffrey Stewart, Matthew Perez, Raja Pereira, Mary Reyes |
| Higher-income rural conservatives | Hold socially conservative views but sharply reject spectacle and partisan theatrics, contrasting with some lower-income or younger activists who are energized by nationalized culture-war framing. | Lauri Mcdonald, Dawn Hogan, Jeffrey Stewart |
| Small-business/trades-oriented youth vs. low-income renters | Younger trades-focused respondents prioritize workforce funding, licensing reform and apprenticeship slots, while low-income renters prioritize immediate cash-flow relief (utility protections, benefit access) and low-friction delivery. | Cohen Hidalgo, Bryson Johansen, Raja Pereira, Sabrina Smith |
| Individual anomalies vs. segment norms | Isolated respondents diverge from their demographic norms (e.g., a young pregnant respondent identifying as pro-life; very young respondents articulating technical, program-first preferences; high-income rural conservatives with intense anti-spectacle sentiment), indicating that persona-level messaging must allow for intra-segment variance. | Raja Pereira, Cohen Hidalgo, Lauri Mcdonald |
Creating recommendations…
Generating recommendations…
Taking longer than usual
Recommendations & Next Steps
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Overview
Georgia voters in this study prioritize the governor’s race because it directly affects clinics, EMS, schools, roads, broadband, utilities, insurance and taxes. The winning posture is boringly competent, with clear numbers, timelines and pay-fors over nationalized spectacle. Cost-of-living relief is the dominant motivator (utilities, insurance, property taxes, childcare). Education funding resonates only with measurable classroom outcomes (teacher/bus pay, literacy, SPED, CTE/apprenticeships) and explicit pay-fors. The six-week abortion ban operates as a voting filter: some view repeal as a dealbreaker; others accept change only with strong medical exceptions and maternal/family supports. Black voter energy is lower than 2020–21; excitement requires visible local wins with dates and dollars, not rallies. GOP primary outcome matters to swing voters; a steady nominee (Raffensperger/Carr) narrows contrast, while a spectacle-prone nominee (Jones) heightens the ‘service vs. circus’ choice. The action plan: lead with household-cost relief, rural care stabilization, schools-to-work pipelines, and a calm, receipts-first message; calibrate abortion around medical clarity and maternal supports; organize through churches/barbershops with practical voting logistics.
Quick Wins (next 2–4 weeks)
| # | Action | Why | Owner | Effort | Impact |
|---|---|---|---|---|---|
| 1 | Publish a 100‑Day ‘Receipts’ Card and live dashboard | Voters reward concrete, dated deliverables; builds the boringly competent brand and anchors all messaging in timelines and dollars. | Campaign Manager + Data Director | Med | High |
| 2 | Utility Bill Plan: lifeline first‑block + PSC watchdog pledge | Power bills are the ‘wolf at the door.’ A plain-English explainer and bill-calculator show immediate intent and savings. | Policy Director + Comms | Med | High |
| 3 | Schools-to-Work one-pager: teacher/bus pay grid + 25k apprenticeship slots | Education funding only lands with numbers and pay‑fors; CTE/apprenticeships are broadly popular and concrete. | Policy Director (K‑12 & TCSG) | Med | High |
| 4 | ‘Keep Maternity Care Open’ county map + maternal supports | Clinics/OB access are top concerns; naming facilities and supports (prenatal/postpartum, Medicaid, childcare links) proves focus on families. | Health Policy Lead + Coalition Director | Low | High |
| 5 | Community-hub listening tour (churches, barbershops, rec fields) | Black voter energy is receipts-driven; unscripted Q&A in trusted spaces builds credibility and turnout pathways. | Field Director | Med | Med |
| 6 | Small-biz ‘License-in-a-Day’ pilot + junk-fee kill list | Micro-entrepreneurs want permits simplified and fees cut; signals nuts-and-bolts governing for household incomes. | SMB Policy Lead + Local Gov Relations | Med | Med |
Initiatives (30–90 days)
| # | Initiative | Description | Owner | Timeline | Dependencies |
|---|---|---|---|---|---|
| 1 | Cost-of-Living Relief Package | Bundle actionable levers: lifeline electricity (cheap first block, cap fixed fees), tougher PSC scrutiny on riders, transparent billing; property-tax protection (homestead boost + assessment cap or circuit breaker); insurance stabilization (fraud crackdown, clearer rate-justification timelines). Frame as monthly-bill relief with examples and a savings range per household. | Policy Director | Design in 30 days; public launch by Day 45; first dashboard update by Day 90 | PSC engagement, Legislative allies for tax/insurance items, Consumer advocates, Utilities cooperation |
| 2 | Rural ER/EMS and Maternal Care Stabilization | Keep ER doors open and ambulances rolling: targeted 24/7 ER stabilization tied to staffing; statewide transfer center with live bed tracker; EMS pay/equipment support; regional mental-health crisis beds; OB unit stabilization and mobile prenatal clinics; pair with Medicaid/provider-network steps. | Health Policy Lead | Stakeholder MOU by Day 60; transfer center plan Day 90; first region go‑live by Day 150 | Hospital association, EMS councils, Payers, Health department |
| 3 | Schools‑to‑Work Georgia | A measurable K‑12 + TCSG plan: teacher and bus-driver pay schedules, literacy targets, SPED caseload caps; 25,000 paid apprenticeship slots; HOPE/TCSG tweaks; employer compacts. Publish district-level slot counts and start dates. | Education & Workforce Policy Lead | Funding model by Day 45; district slot allocations by Day 75; first cohorts by next semester | DOE/TCSG, Employer coalitions, Budget office |
| 4 | Pro‑Family Health & Medical Safeguards Framework | Address abortion as a filter with medical clarity: explicit protections for miscarriage/ectopic care, life/health exceptions, provider legal shields; expand maternal supports (prenatal/postpartum, childcare credits, leave pilots). Keep tone calm; lead with care access, not culture-war heat. | Policy Director + Legal Counsel | Policy brief and FAQs by Day 30; medical community endorsements by Day 60 | OB/GYN and ER physicians, Legal review, Hospital partners, Faith/community validators |
| 5 | Black Voter Energy: Proof‑Not‑Promises Program | Fund local organizers; weekly church/barbershop/rec-field forums; publish ‘receipts’ postcards with county‑specific timelines (clinics kept open, road miles paved, apprenticeship slots); offer Sunday/weekday early-vote support (rides/childcare via partners) with compliance guardrails. | Field Director | Organizer hiring by Day 21; weekly events starting Day 30; county receipts updates biweekly | Faith leaders, CBO partners, Compliance counsel, Data team |
| 6 | Service‑First Brand & Dashboard | Relentless message discipline around ‘service over spectacle.’ Launch a public dashboard tracking 100‑day deliverables (utilities relief steps, health access milestones, apprenticeship slots, junk-fee actions). Secure validators (nurses, shop teachers, linemen, small‑biz owners). | Comms Director + Data Director | Brand guide by Day 14; dashboard v1 by Day 30; validator rollout Day 45 | Web/dev vendor, Research for message testing, Validator recruitment |
KPIs to Track
| # | KPI | Definition | Target | Frequency |
|---|---|---|---|---|
| 1 | Cost-of-Living Message Penetration | Share of likely voters who recall at least two items from the 100‑day ‘Receipts’ Card (utilities, property taxes, insurance) unaided. | ≥55% recall among persuadables by Day 90 | Biweekly |
| 2 | ‘Boringly Competent’ Attribute Lift | Net favorability lift on attributes: ‘steady,’ ‘competent,’ ‘focuses on local basics.’ | +8–10 pts among independents by end of quarter | Monthly |
| 3 | Black Early‑Vote Participation Momentum | Black early-vote as % of 2022 baseline in targeted counties (week-over-week). | ≥105% of 2022 baseline by final EV weekend | Weekly during EV |
| 4 | Community Hub Engagement | Attendees and opt‑ins (QR/SMS) from church/barbershop/rec-field events; cost per committed supporter. | 10,000 net-new opt‑ins; <$8 per opt‑in | Weekly |
| 5 | Policy Proof Consumption | Unique visits and average time-on-page for dashboard/policy one-pagers; downloads of county ‘receipts’ postcards. | 50k uniques; ≥1:30 avg time; 15k downloads by Day 60 | Weekly |
| 6 | Local Coverage Ratio | Share of earned media from local/regional outlets vs. national segments. | ≥70% local/regional | Monthly |
Risks & Mitigations
| # | Risk | Mitigation | Owner |
|---|---|---|---|
| 1 | Abortion positioning triggers backlash among pro‑life voters or dominates media oxygen. | Lead with medical safeguards and maternal supports; keep tone clinical, not combative; pivot to clinics/EMS/CTE within 24 hours of any flare‑up; deploy respected medical and faith validators. | Comms Director + Policy Director |
| 2 | Overpromising on utilities/property taxes/insurance where gubernatorial authority is constrained. | Use precise verbs (propose, convene, veto, appoint); publish legal authority footnotes; sequence actions (executive steps now, legislative next session); avoid hard dollar promises without statutory path. | Legal Counsel + Policy Director |
| 3 | Rural skepticism if presence is perceived as metro‑centric photo ops. | Standing monthly swing through non‑metro hubs; unscripted Q&A; publish county‑specific timelines; measure and report event follow‑ups. | Field Director |
| 4 | GOP nominates a steady ‘safe hands’ candidate, blunting the ‘service vs. circus’ contrast. | Sharpen proof gap with dashboard receipts, household savings examples, and validator chorus (nurses/teachers/linemen). Keep message on pocketbook delivery. | Comms Director |
| 5 | Budget/pay‑for credibility gaps on education, healthcare and credits. | Publish line‑item pay‑fors, sunset/review clauses, independent fiscal notes; prioritize high‑ROI items first. | Policy Director + Finance Lead |
| 6 | Turnout operations run afoul of election law (rides/childcare assistance). | Pre‑clear tactics with counsel; train partners; written SOPs by county; separate campaign from 501(c)(3) partners; strict documentation. | Compliance Counsel + Field Director |
Timeline
- Days 0–14: Finalize brand discipline; announce 100‑Day ‘Receipts’ Card; book first 20 community‑hub events; build dashboard v1.
- Days 15–45: Launch Utility Bill Plan explainer and calculator; release teacher/bus pay grid + apprenticeship slots; publish OB/clinic map; start weekly hub events.
- Days 46–90: Roll out Cost‑of‑Living Relief Package details (utilities, property taxes, insurance); sign MOUs for ER/EMS transfer center; dashboard updates biweekly.
- Post‑primary to Labor Day: County ‘receipts’ postcards; employer apprenticeship compacts; first EMS/transfer milestones announced; validators tour.
- Final 60 days: Weekly proof drops (before/after bills, clinic hours saved); turnout logistics (Sunday EV, rides/childcare via partners); message contrast: service over spectacle with local media saturation.
Research Study Narrative
Objective and context
Claude commissioned qualitative research to understand Georgia voter priorities for the open 2026 governor’s race-testing reactions to Jason Esteves’ platform, the six-week abortion ban’s salience, cost-of-living pressures, GOP primary perceptions, and the current state of Black voter energy.
What we heard (cross-question insights grounded in evidence)
- Governor race outranks the Senate because it touches daily life-clinics, EMS, schools, roads, broadband, utilities, permitting. “Bigger deal to me than the Senate… the governor can mess things up quick or keep us steady.” (Sabrina Smith). The Senate feels “like a TV show” (Raja Pereira).
- Voters want boring, steady competence and measurable delivery over spectacle. Raffensperger and Carr are frequently labeled “safe/low drama,” while Burt Jones’ Trump adjacency raises risk of “relitigating 2020” and defections (Matthew Perez; Dawn Hogan; Jeffrey Stewart).
- Esteves’ education plank is promising if concrete-teacher/bus/para pay, literacy, SPED, CTE/apprenticeships-with numbers, timelines and pay‑fors (Mary Reyes). Demands for TCSG/HOPE and paid apprenticeships recur (Cohen Hidalgo).
- Abortion is a filter, not a nuance. Some call repeal a dealbreaker (Dawn Hogan; Raja Pereira’s heartbeat experience). Others will tolerate change only with clear medical exceptions and maternal supports (prenatal/postpartum care, OB capacity, childcare, Medicaid) to move the conversation back to governance.
- Affordability is the dominant mobilizer. Utilities/energy (lifeline pricing; stronger PSC), property-tax assessment spikes (3% cap/circuit breaker), insurance stabilization, cutting junk fees, and predictable childcare support (Raja Pereira; Matthew Perez; Jeffrey Stewart) beat one‑off rebates. Voters want automatic, low‑admin delivery (auto‑enroll, direct deposit).
- Black voter energy is lower than 2020–21-duty over excitement-reignited by “receipts, not rallies:” dated local wins on bills, clinics, and school‑to‑work pathways; outreach in churches/barbershops/rec fields with practical voting logistics (Cohen Hidalgo; Christina Onn).
Who this moves (persona correlations)
- Rural 50s–60s homeowners: Stabilize rural ER/OB/EMS, roads, property taxes; low tolerance for chaos; mercy‑based medical safeguards (Dawn Hogan, Jeffrey Stewart).
- Younger parents/expecting women: Childcare credit, prenatal/maternal access, broadband reliability; abortion stance must include unambiguous exceptions and supports (Raja Pereira, Mary Reyes).
- Small‑business/trades youth: Paid apprenticeships, TCSG/HOPE tweaks, permit simplification (home‑based licenses, ADUs) (Cohen Hidalgo, Bryson Johansen).
- Low‑income renters: Lifeline power rates, fee transparency, auto‑enrollment in benefits; simple paper pathways via community partners.
Strategy and recommendations
- Lead with a receipts-first brand: Publish a 100‑Day card and live dashboard with dated deliverables (utility savings, property‑tax protections, apprenticeship slots, clinic hours saved).
- Cost‑of‑Living Relief Package: Lifeline electricity (cheap first block; cap base fees; auto‑enroll SNAP/Medicaid), tougher PSC scrutiny of riders, transparent billing; assessment cap/circuit breaker and homestead boosts; insurance fraud crackdown and rate‑review timelines.
- Schools‑to‑Work Georgia: Teacher/bus pay grids, literacy targets, SPED caseload caps; 25,000 paid apprenticeship slots with district‑level counts and start dates.
- Pro‑family medical safeguards: Codify exceptions and provider protections; stabilize OB/ER/EMS (transfer center with live bed tracker; mobile prenatal clinics); pair with childcare credit pilots. Tone: clinical, calm.
- Community‑hub organizing: Weekly forums in churches/barbershops/rec fields; rides/childcare for early voting; bilingual, low‑tech sign‑ups.
Risks and guardrails
- Abortion backlash or oxygen suck: Lead with medical clarity and supports; pivot back to clinics/EMS/CTE within 24 hours; use medical and faith validators.
- Authority constraints on utilities/taxes/insurance: Use precise verbs (propose, appoint, veto); publish legal authority notes and sequencing.
- GOP nominates a “safe hands” candidate: Sharpen the proof gap with bill calculators, county receipts, and validator chorus (nurses/teachers/linemen).
Next steps and measurement
- Days 0–14: Release 100‑Day card; launch dashboard v1; schedule 20 community‑hub events.
- Days 15–45: Roll out Utility Plan explainer/calculator; publish teacher/bus pay grids and apprenticeship allocations; unveil maternity/OB county map.
- Days 46–90: Announce property‑tax protections and insurance actions; sign ER/EMS transfer‑center MOUs; biweekly “receipts” updates.
- Post‑primary: County‑specific postcards; employer apprenticeship compacts; validators tour.
- KPIs: Cost‑of‑living message recall (≥55% among persuadables by Day 90); “boringly competent” attribute lift (+8–10 pts with independents/leaners); Black early‑vote momentum (≥105% of 2022 baseline in targets); community‑hub opt‑ins (10,000; <$8 per); policy proof consumption (50k uniques; ≥1:30 avg time; 15k downloads by Day 60).
Recommended Follow-up Questions
Updated Feb 19, 2026
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Which K–12 education initiatives should be funded first in the next governor’s first budget?maxdiff Prioritize education planks to highlight and fund first; informs budget and messaging focus.
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Which funding approaches would you personally support to pay for new education and affordability policies?multi select Select pay‑fors voters accept to fund plans without backlash.
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Please indicate your level of support or opposition for each of the following potential changes to Georgia’s reproductive health laws.matrix Build a specific package that reduces polarization and addresses medical/legal clarity concerns.
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Which candidate accountability commitments would most increase your confidence that promises will be delivered?maxdiff Choose proof points to feature in ads and a 100‑day plan.
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What is the minimum monthly reduction in your household bills that would feel meaningful to you?numeric Set concrete savings targets for utility/insurance proposals and 'receipts' claims.
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Which messengers would you be most likely to pay attention to about voting and the governor’s race?maxdiff Allocate outreach to most trusted messengers to raise turnout and attention.
Suggested item lists for survey design: Q1 (education initiatives): teacher base pay raise; K–3 reading tutors; CTE/apprenticeships expansion; school bus fleet replacement; universal Pre‑K seats; dual enrollment expansion; school safety upgrades; rural school broadband/HVAC. Q2 (funding approaches): audit/limit corporate tax credits; legalize/earmark sports betting or casinos for education; close tax loopholes; use surplus for one‑time capital; school bus bonds; trim agency admin overhead; modest luxury/second‑home surcharge; pause new megadeal subsidies; expand Medicaid with federal match to...
Study Overview
Updated Feb 19, 2026
Research question: Assess Georgia voter priorities for the 2026 open governor’s race-relative to the Senate race-covering reactions to Jason Esteves’ platform (education funding + repealing the six‑week abortion ban), views on the GOP primary (Jones/Raffensperger/Carr), affordability policies, Black voter turnout energy, and the single top priority for the next governor.
Research group: 10 Georgia voters (ages 18–58) from rural counties plus Augusta and Columbus-mix of renters/homeowners, parents, small‑business/trades, and healthcare workers.
What they said: The governor’s race is the top priority because it drives everyday services and bills; voters prefer boringly competent, numbers‑and‑deadlines leadership; in the GOP field, Raffensperger/Carr are viewed as safe hands while Burt Jones is seen as Trump‑adjacent risk that could push some voters toward the Democrat or disengagement.
Main insights: Esteves’ education funding message works only with concrete, measurable commitments and pay‑fors; repealing the six‑week ban is polarizing (a dealbreaker for many pro‑life voters), while others would accept change only with explicit medical protections and maternal/family supports, and most want to pivot to nuts‑and‑bolts governance (rural hospitals/OB and EMS, roads/broadband, workforce/CTE, public safety, clear taxes/regs).
Affordability is the dominant pain point and the state is seen as not doing enough; highest‑impact asks are utility/PSC relief (lifeline rates, stop riders), property‑tax caps/circuit breakers, predictable monthly childcare credits with auto‑enrollment, insurance‑stability and junk‑fee crackdowns, and legalizing ADUs/duplexes to add housing supply.
Black voter energy is lower than 2020–21 and will respond to near‑term, verifiable household wins, consistent presence in trusted community hubs (churches/barbershops/rec fields), and easier voting logistics (Sunday/evening hours, rides, childcare).
Clear takeaways: Lead with household‑cost relief (power, property taxes, insurance, childcare) and schools‑to‑work pipelines; publish dated, funded plans and a public dashboard; frame abortion around clear medical exceptions plus maternal supports; stabilize rural ER/OB and EMS; and organize through trusted local venues with proof points-not rallies-while noting the GOP nominee will signal whether voters face a “service vs. spectacle” choice.
Research group: 10 Georgia voters (ages 18–58) from rural counties plus Augusta and Columbus-mix of renters/homeowners, parents, small‑business/trades, and healthcare workers.
What they said: The governor’s race is the top priority because it drives everyday services and bills; voters prefer boringly competent, numbers‑and‑deadlines leadership; in the GOP field, Raffensperger/Carr are viewed as safe hands while Burt Jones is seen as Trump‑adjacent risk that could push some voters toward the Democrat or disengagement.
Main insights: Esteves’ education funding message works only with concrete, measurable commitments and pay‑fors; repealing the six‑week ban is polarizing (a dealbreaker for many pro‑life voters), while others would accept change only with explicit medical protections and maternal/family supports, and most want to pivot to nuts‑and‑bolts governance (rural hospitals/OB and EMS, roads/broadband, workforce/CTE, public safety, clear taxes/regs).
Affordability is the dominant pain point and the state is seen as not doing enough; highest‑impact asks are utility/PSC relief (lifeline rates, stop riders), property‑tax caps/circuit breakers, predictable monthly childcare credits with auto‑enrollment, insurance‑stability and junk‑fee crackdowns, and legalizing ADUs/duplexes to add housing supply.
Black voter energy is lower than 2020–21 and will respond to near‑term, verifiable household wins, consistent presence in trusted community hubs (churches/barbershops/rec fields), and easier voting logistics (Sunday/evening hours, rides, childcare).
Clear takeaways: Lead with household‑cost relief (power, property taxes, insurance, childcare) and schools‑to‑work pipelines; publish dated, funded plans and a public dashboard; frame abortion around clear medical exceptions plus maternal supports; stabilize rural ER/OB and EMS; and organize through trusted local venues with proof points-not rallies-while noting the GOP nominee will signal whether voters face a “service vs. spectacle” choice.
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