A National Research & Messaging Summary
The results of two national surveys (n=1,516 and n=1,832) and eight in-person focus groups.
- National research campaign
- $350KNational research campaign
- Registered voters surveyed
- 3,348Registered voters surveyed
- In-person focus groups
- 8In-person focus groups
- Bitcoin messages tested
- 19Bitcoin messages tested
Executive summary
Almost everyone has heard of Bitcoin. They just don’t know why it matters. We do. That is why we conducted a $350,000 national research campaign: to identify the next audience interested in Bitcoin, understand their top concerns, and address those concerns in a simple, accessible way.
The interested audience already knows that Bitcoin exists but is looking for specific assurances before engaging with it. That means generic pro-Bitcoin advocacy that doesn’t specifically address those concerns will likely underperform.
The primary concerns we identified:
We recommend addressing these specific concerns to make the next actionable steps to use Bitcoin feel safe and simple for a new audience.
Three major research findings
Control · Safety · Security · Access · Ease of use
The most impactful areas to engage people on are ownership/control and understanding volatility as normal for an early-stage asset. Giving people actionable next steps matters. The you-decide-how-much, how-to, and track-record lines were popular in the focus groups and offer exactly that.
You.
According to the final survey, and corroborated by all focus groups, the most powerful advocate for the next wave of Bitcoin adoption isn't an influencer or CEO. It's you: a trusted friend, family member, or financial advisor sharing your own experience with Bitcoin.
A ~12-point net shift toward interest
After presenting nineteen Bitcoin messages in the final survey, close to two-thirds of respondents wanted to learn more about owning Bitcoin. “Not interested at all” fell from 39% to 32%, and “very or extremely interested” rose from 19% to 24%, a net shift from both categories of about 12 points toward interest.
These survey results corroborated what we heard in the focus groups: the goal should be to address people’s concerns and not focus on evangelizing on the generic merits of Bitcoin, as important as they are.
Research design
This summary integrates the full research program and answers two questions: what should we say? and who should say it? The findings draw on qualitative and quantitative work conducted from March through June 2026.
- March 18–22
National segmentation survey
Surveyed n=1,516 registered voters nationwide, aged 18–64 (±2.52% MoE). Used to profile early segments and recruit for the expanded focus groups.
- April
Qualitative message development
Conducted eight in-person focus groups (four in Nashville, TN and four in Columbus, OH) to surface and pressure-test messages and messengers.
- May 29 – June 2
National messaging survey
Surveyed n=1,832 registered voters aged 18–64: a national sample of n=1,000 (±3.08% MoE) plus an n=832-person oversample of non-owners with a neutral or somewhat positive impression. Used to stress test messaging at scale.
The landscape
Skepticism of mainstream finance is the dominant backdrop for many people. They understand that the current system is broken. The challenge is connecting that belief to Bitcoin in a way that feels accessible rather than speculative, and personally empowering rather than ideological.
- 62%
- have no trust at all that a dollar will hold its value over the next 10 years
- 77%
- agree that big banks mostly look out for themselves
- 72%
- say the U.S. financial system is rigged to benefit the wealthy
What should we say?
We tested nineteen Bitcoin messages in the final survey. The nine highest-ranking messages are grouped into the four themes below. These themes reflect not only stated interest but also popularity and practicality for well-rounded engagement. The messages below are ones that tested best over the entire research initiative. They have minor changes for readability and work best when used as written.
Control
Blends “Freedom Money” + “You Decide How Much”Freedom money
“Bitcoin is freedom money. It’s the only money you truly own and control — no bank, no government, no middleman can freeze it, inflate it, or take it from you. For the first time in history, ordinary people can hold wealth that no one else has power over.”
You decide how much
“You don’t have to go all-in on Bitcoin to participate and benefit from it. Plenty of people treat it the way they treat any other part of their savings or investments. That means putting in what they’re comfortable with, watching how it performs, and adjusting from there. You decide how much is right for you, even if that’s just $10 to start.”
Safety (proven performance)
Blends “Volatility Is Vitality” + “4-Year Gains”Volatility is vitality
“People who don’t understand Bitcoin point to price swings and call it risky, but volatility is vitality. It’s what economists expect from something still in the early stages of becoming a major global asset. Every Bitcoin holder who has held onto their Bitcoin for four years has come out ahead, without exception.”
4-year gains
“Throughout the existence of Bitcoin, the price has ended higher for every single person who has held it for four years — without exception. People who buy and hold through the ups and downs have come out ahead, every time… even more than the stock market.”
Security
Blends “Same Security” + “Institutional Adoption”Same security
“When you buy Bitcoin through a major U.S. brokerage, it’s protected by the same security and compliance rules as the rest of your portfolio. Clear federal rules and major financial regulations are in place to protect investors from fraud and theft.”
Institutional adoption
“Major pension funds, Fortune 500 companies, and the largest banks in the world now hold Bitcoin on their balance sheets. The institutions managing Americans’ retirement savings are already using it, so it’s already incorporated into the portfolios of many Americans.”
Access / ease of use
Blends “Inflation Defense” + “Familiar Apps” + “Step‑by‑Step”Inflation defense
“While most people are sitting on cash watching inflation eat their savings, people who bought Bitcoin at least four years ago are staying way ahead of inflation. The longer you wait, the more inflation eats away at your savings. Buying Bitcoin now enables you to stay ahead of inflation going forward.”
Familiar apps / step-by-step
“When you buy Bitcoin through major U.S. brokerages like Fidelity and Charles Schwab, you get the same customer service you already rely on for your other accounts. Real people, real phone numbers, real help. In fact, purchasing Bitcoin directly through an exchange is simpler than most people think. There are straightforward, step-by-step guides that walk you through exactly how to buy it, how to store it safely, and how to cash out whenever you’re ready.”
A special note: “Digital Gold” messaging
“Digital Gold” messaging confused focus group participants despite them being given time to think through what the term means. On the national survey, “digital gold” terminology ranked close to last.
Who should say it?
Trusted peers and local professionals carry the most weight for engaging others about Bitcoin. Friends and family who already own Bitcoin are among the most powerful advocates, well ahead of any media figure or public official.
Who people trust for reliable information about Bitcoin:
- 33%
- a financial advisor they have worked with
- 25%
- a retirement or financial planning expert
- 23%
- a friend or family member who owns Bitcoin
Younger family members count too. Several participants cited children, grandchildren, or younger siblings as influential in their exposure to Bitcoin.
The foundation of Bitcoin users has been established and is flourishing. It’s time to build on that foundation so that individuals in the broader economy can discover the financial freedom, agency, and empowerment that Bitcoin offers. Let’s engage this new interested audience with resources that encourage, educate, and empower them to enjoy the same freedom that we enjoy through Bitcoin.