Rich Thau, veteran public opinion strategist, joins FIRE’s Advisory Council

Rich Thau, a veteran public opinion researcher and public policy messaging strategist, has joined FIRE’s Advisory Council.

Thau is the president of Engagious, a consulting firm that specializes in testing and refining public policy messaging for major trade associations and advocacy organizations. Through focus group dial testing and qualitative research, he helps clients determine not only what to say, but what not to say — and why.

He is also the creator and moderator of the Swing Voter Project, conducted in partnership with NPR. Since 2019, Thau has moderated monthly focus groups with voters who shifted from Obama to Trump in 2016, from Trump to Biden in 2020, or from Biden to Trump in 2024. His work offers a rare longitudinal look at the values and motivations of politically decisive Americans.

In addition to his work with NPR, Thau conducts quarterly focus groups for NBC News as part of its “Deciders” project, examining the views of influential voter segments in key elections and policy debates.

“I’m extremely honored to join FIRE’s Advisory Council,” said Thau. “FIRE’s apolitical defense of free speech helps ensure public opinion is heard, and public opinion research remains credible. After all, if focus group respondents can’t speak freely, it means researchers like me can’t do our jobs.”

Over the course of his career, Thau has become a leading voice in political communication and public opinion research, advising organizations on how language, values, and framing shape public response to complex issues. His work bridges the worlds of advocacy, media, and electoral politics, with a particular emphasis on understanding persuadable audiences.

Thau graduated from Haverford College with a bachelor’s degree in history.

FIRE is pleased to welcome Rich Thau to its Advisory Council.