Walmart moms not yet buying Romney or Obama
August 23rd, 2012
03:44 PM ET
10 years ago

Walmart moms not yet buying Romney or Obama

Washington (CNN) – Memo to Mitt Romney: Walmart moms find you smart, but slick, and while many are ready to give up on President Obama, they aren't sure you understand their daily struggles.

It's safe to say Governor Romney already knows this: his pollster once was a lead player in the Walmart mom research project, and is close to the two pollsters leading it now.

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Romney's pollster is Neil Newhouse. One of his partners at the GOP polling firm Public Opinion Strategies, Alex Bratty, now does the Walmart mom research with Democratic pollster Margie Omero.

In a memo based on six recent focus groups, five of them in battleground states, Bratty and Omero describe Walmart moms as frustrated with the tone of the campaign and with both candidates – "overwhelmed by negative ads they cannot trust" and very much interested in the more unfiltered settings offered by the coming conventions and debates.

"They do not feel like either candidate is really connecting with them on the issues that matter most: the economy, education and health care."

What exactly is a Walmart mom? A female voter with children aged 18 or younger at home who shopped at Walmart at least once in the past month. All told, the two pollsters say Walmart moms constitute roughly 15 percent of the electorate.

Romney gets first crack with his convention. And reading through the focus group reports suggests a steep hill. "On the one hand they see his successful business record and say that is the kind of president the country needs right now – that his success is the American Dream" Bratty and Omero wrote. "On the other hand, they worry about how little they know about him."

Common descriptions of Romney from the focus groups: Not personable. Polished. Slick. Out of touch.

The president, however, can skip the hand stands.

Unhappy. Disappointed. Dissatisfied. Broken promises. Overwhelmed. Those were some of the labels attached to the Democratic incumbent during the discussions.

"There is not a lot of confidence that another four years will result in things getting better," is one damning line from the Bratty-Omero memo.

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Filed under: 2012 • Mitt Romney • President Obama
soundoff (43 Responses)
  1. kayla

    the audience know, they are looking at a wolf in sheep clothing

    August 23, 2012 04:38 pm at 4:38 pm |
  2. B.

    Do you really want to change horses in the middle of this river? Romney will finish what Bush and Co. started, the destruction of this country as we know it. You think it is bad now,Romney/Ryan WILL finish off what is left!

    People elected the Moron Bush Twice and I would have thought that we all understood what the Republicans are all about by now..

    August 23, 2012 04:38 pm at 4:38 pm |
  3. Mike

    Well the Obama has done a great job to reverse the failed Bush/GOP policies that destroyed our economy despite the efforts of GOP who have vowed to make sure their failed policies are not reversed. Superbama to the rescue.

    August 23, 2012 04:39 pm at 4:39 pm |
  4. tee1227

    Hmm ! if you are a Walmart mom it`s makes no sense to vote republican at all, if you are a Walmart mom you pay taxes and the republican and Mitt don`t pay taxes. They cut your wage, health care and more.

    August 23, 2012 04:39 pm at 4:39 pm |
  5. cali girl

    Typical Robmey, saying things like, "I went to go buy a package of underwear at WalMart. They just didn't have the brand I use, Magic Underwear".

    August 23, 2012 04:44 pm at 4:44 pm |
  6. Pete

    Romney wouldn't get caught dead in Walmart and delushional republicans know that.Walmarts been in enough hot water with illegal hiring,not paying employees their overtime,not paying medical bills when said employee had their health plan,want more?Walmart would love Romney ,then its no regulations ,no minimum wages,nothing to stop them from hiring more illegas and sending Americans home,they found someone cheaper that's all,you're expendable,just a number to the huge corporation..These moms better get their thinking hats on and quit acting stupid like republicans want you to do..The president is for you and his fighting these republicans and their helping the wealthy doesn't change your mind I just don't know what will because you're to far gone intelligence wise to be good for anything anyway.So wiseup moms, your families futures are in your hands,vote for the middle class family man,not the Mormon extremist,you'll be happy you did!!

    August 23, 2012 04:48 pm at 4:48 pm |
  7. Bermille

    Romney will never appeal to many independents, social conservatives and some religious wingnuts. This is exactly a repeat of 2008. Obama will win.

    August 23, 2012 04:56 pm at 4:56 pm |
  8. BLKMANinAmerica

    Well why on earth would any mother who shops at Wal-Mart ever think about for any repuk? That is sooooooooooo against their interests.

    August 23, 2012 05:02 pm at 5:02 pm |
  9. Dominican mama 4 Obama

    The little girl looking at him dead in the eye while yawning has it right.

    August 23, 2012 05:13 pm at 5:13 pm |
  10. Jesus Christ Superstar

    They used to be called Soccer Moms. Kinda shows how bad our country has gotten that our kids go from playing soccer to running around a walmart

    August 23, 2012 05:13 pm at 5:13 pm |
  11. Khaleeshi

    Willard will demonish an already fragile middle class with his tax cuts for millionaires and billionaires like himself on the backs of the working class. He only paid 13% income taxes in 2010 (he's hiding the rest of them because he probably didn't pay anything). Anybody on this site pay 13% income tax?

    Obama/Biden 2012

    August 23, 2012 05:13 pm at 5:13 pm |
  12. Dominican mama 4 Obama

    One guy checking his phone for text messages, or any messages to distract him from the slow death that is a Romney speech.

    August 23, 2012 05:14 pm at 5:14 pm |
  13. frank

    walmart moms should stay in the kitchen where they belong.

    August 23, 2012 05:16 pm at 5:16 pm |
  14. Romney is not My Hero

    Grandma on the front row is holding that purse real tight. She knows that tax evading Mitt would love to get his hands on her hard earned cash. She's got that "Don't mess with me" look on her face.

    August 23, 2012 05:16 pm at 5:16 pm |
  15. Gurgyl

    Robme sent jobs to china, India. Stop cheap labor–be they doctors or IT. Stop.

    August 23, 2012 05:19 pm at 5:19 pm |

    However, the stadium where the GOP will be announcing “We Built This!” was financed primarily by the government. The Tampa Bay Times Forum arena, which houses the Tampa Bay Lightning, was built in 1996 as the “Ice Palace” with 62% government funds. The total budget for the project was $139 million, of which public money accounted for $86 million and team money accounted for $53 million.

    August 23, 2012 05:33 pm at 5:33 pm |
  17. 1CentFree

    Did Mitt tell them about the time his father was given a lifetime free McDonald's meal card by the owner? And his dad actually went "every single day" and had himself a free burger, fries and soda. Yup, that sure shows how the Romneys are "one" with the poor and middle class! While poor people wish they could afford McDonald's once a week, this guy got it for free EVERY DAY and Mitt felt the need to brag about it. Real classy Mitt!

    August 23, 2012 05:35 pm at 5:35 pm |
  18. 23 from Texas

    I would much rather have the Romney discription, then the Obama one. I would have to agree with the Walmart moms, while I am not sure Romney is the best choice... he cant be worse than the failure Barack Mill-house Obama.

    August 23, 2012 05:38 pm at 5:38 pm |
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