This is avery good podcast on David McRaney's work how people hold opinions and change their mihttps://www.econtalk.org/david-mcraney-on-how-minds-change/#audio-highlights.

In short, we form strong beliefs and look for data to support them -- motivated reasoning.

New information alone rarely causes anyone to change their mind.

A different approach based on trust, respect and mutual exploration that McRaney calls "street epistemology" involves getting people to examine their own assumptions and develop hypothetical counter arguments. Because these arguments are self generated, they are the best shot at actual self-examination and real movement on strong beliefs.