By which I refer to nonfiction.co, a research organization that produces interesting and beautiful reports, and seems to manage to have long time frames in which to do this research.
I’ve been fortunate in my career to get to do research that takes many months to more than a year to field, and longer to synthesize and analyze. This, for me, is where a lot of the real joy in work can be. But the reality usually is that someone has a strategy in mind, or needs one, and they toss a few days to a few weeks at research, and consider that good enough. This is a longer discussion, especially in the age of AI and synthetic subjects and all that can be done, but which I question, should it?
My favorite place of research has to do with language — what does it mean, how is it used, how can we use it to change behaviors, what are the pitfalls. This is relevant to every single thing, and is not a surface level word choice, or branding issue, but something much more deeply entangled with thought and action and a slew of emotions and the ways in which we feel people are seen and judged and understood.
My overlapping favorite places of research is around what is meaningful and important and can make lives better. I ran years of research for the NIH on how people interact with the health system and medical and genetic information to make decisions about their own care. In the US, this is grim, and tied into the historical truths of racism and misogyny and force. How does one unravel these sentiments that are often so below the surface that it is not obvious where decisions are being taken and yet the long tail outcome is really shitty health and health behaviors. The most grim research project I ran was a year long exploration of American’s beliefs around human rights. The McCain Institute started with a question about why being a supporter of human rights does not seem to have an impact on how politicians get elected. (Short and terrifying answer: American’s don’t think they have human rights, human rights are things in other countries. Unpacking they why behind that was even more fascinating, but not the purpose of this post.)
One of the most complex and complicated spaces in the US, both to research, to get deep and honest responses, and to seek out ways to make change, is, broadly, financial. At the request of a Washington Post columnist I once did an assessment of the language in a decade of their personal finance reports. Corpus analysis, in a linguistic world, but tied deeply to the culture, gender, and directionality of how one considers one’s financial situation. Of course the WP is already a limited audience, but again, what the language use does and directs, and the lack of education, showed severe limitations in assisting readers to a state of financial security.
Nonfiction’s report on The Secret Financial Lives of Americans, I think, if I read the notation properly, is from 2018? It does not have a clear date on it, except a small ‘08.0118’ on the bottom edge of each page. It also doesn’t include some recent financial tools or disasters or the current presidency. The note that it was five years in development, and that in addition to 2,238 respondents, they interviewed bank robbers. I’ve recently discovered I know a bank robber, but I suspect they were not interviewing friends. But how, how I imagine the sourcing of those respondents must have gone. And, I imagine, they have an in-house booker for these narrow demographics.
(Oddly, perhaps, this makes me want to set up a panel of synthetic bank robbers to ask questions to. Not sure why them, and it would be hard to get enough color context unless I had a solid pool of bank robbers to build from. How many bank robbers are there in the world, anyway? Caught and uncaught? I suppose I could build it off of movie bank robbers, that seems the way of the future of America — shiny and fake and untouched by the real. This also aligns in a different way with the report itself, which notes that Instagram lives are shiny and full and the reality is dark nights and tears and despair over financial issues.)
This report, like any research on the financial and banking and savings and spending behaviors of Americans who are not the uber-wealthy, suggests an entire set of services that are missing, starting from education and knowledge to support. Not only does this help not exist, not as information or services or ‘a personal cfo’ it is difficult to imagine how to provide this in an industry that rarely feels it is going to help people who are trying to get out of debt or build wealth. Without wealth, where to start? Who helps for free?
Having working researching for crypto and blockchain organizations, for neo-banks and other services, I do not believe that these alternates are helping across the board to lift up people with the knowledge they need. These technologies are unequally distributed, especially in the early days when the off-ramps were so complicated.
But as Nonfiction notes in their report, one of the most significant impacts to a lack of money or from the sense of precarity — at any income point — is the things one cannot do. Having to decide between the present — food, transport, and the future — medical care, tests, saving, continues to and I would suggest is accelerating, to the only time is now, and the only thing in the now is fear and suffering for what the future might bring. When it comes to financial health or physical health or mental health, all the research I’ve ever read suggests that you cannot survive in good health if you are always worried. Somehow this is not the ‘living in the now’ that is suggested by new ageism and gurus and the influencers jetting off to fake lives.
It is notable to me, having lived and traveled extensively outside the US, that a significant amount of these issues are American issues. It is embedded in the cultures and the expectations, of individualism, of success, of how family units do or do not support their members. It is the white picket fence and glorious lawn of perfectionism that must be shown as the outside face, while the inside darkness seeps and swallows.
The entire report is a good read, it is worth seeing what this world felt like 7 years ago, and to think about it now, with the changes that are being put in place that support the wealthy and marginalize those who are not. This is not even a poverty issue, this is also the middle class, and everyone down from there. Yes, that is poverty, but, as Nonfiction notes, not the traditional demographic one thinks of as in poverty. This is, at this point, the majority of Americans. And the protections against businesses are being taken away, the CFPB is being hamstrung, health care costs will likely go up depending on what happens with the BBB.
I do not know what the outcome of the Nonfiction research was, if any, beyond information. This is always a good start, clear vision of what the situation is. It is unclear how it was paid for and if it was for a client. I do appreciate their sharing it. I don’t think anyone has solved for this in the US, and I suspect that the cultural system that lacks for collectivism (of which there are examples of lifting up groups rather than individuals), prioritizes what people think of you, and how we present, and it is getting worse. Disinformation and the current politics of cruelty are unlikely to help as well. If this research were done today, I suspect it would be even more grim.
Off to read more research done by others…and think about ways to fund more research done by me.









