New Research Shows Why Romney Struggles among Women and Latinos

New data from E-Poll Market Research shows Presidential candidate Mitt Romney trails Barack Obama in key personality attributes among selected voter groups.  The national poll asks respondents to describe the candidates’ personality attributes and shows that both women and Latinos consider Romney more “cold,” “insincere” and “rude” than Obama, and less “experienced,” “compassionate” and “trustworthy.”

National polls show that Romney trails Obama among both women and Hispanics by significant margins.  This research shows some reasons why. “Personality traits are often as important as the message when a candidate is trying to turn things around,” says E-Poll Market Research President & CEO Gerry Philpott. “While making some gains among women recently, Romney will have a hard time extending beyond that when 28 percent of them consider him insincere.” Adding, “Romney’s  ‘binders full of women’ statement last night may play even more into these perceptions.”

Results show that Romney is considered “cold” by 29 percent of Latinos, as opposed to only 6 percent who feel the same way about Obama.  30 percent of Latinos describe Obama as “sincere,” while only 5 percent regard Romney that way. Among women, Romney’s gaps are less severe, but still sizeable.  25 percent of women describe Obama as “compassionate,” while only 10 percent believe that of Romney.  Obama also holds a 10-point advantage among women for the attribute “trustworthy.”

E-Score Celebrity is conducted weekly among a nationally representative sample of 1,100 respondents ages 13+ and evaluates each personality on measures of awareness, appeal and 46 key personality attributes. These results are from the survey date of Sept. 27, 2012.

These tables show the percentages of respondents from each demographic group who selected a given attribute to describe the candidate.

 

E-Score Celebrity is conducted weekly among a nationally representative sample of 1,100 respondents ages 13+ and evaluates each personality on measures of awareness, appeal and 46 key personality attributes. These results are from the survey date of Sept. 27, 2012.

 

About E-Poll Market Research

Headquartered in Encino, CA, E-Poll Market Research is a leading provider of consumer research to media and entertainment companies, agencies and Fortune 1,000 enterprises. E-Poll’s research products include the E-Score® family of celebrity, character and brand evaluations and Program Pulse™ Television.

About E-Score® Celebrity

With a database of more than 7,000 individuals, E-Score Celebrity is the preeminent source of celebrity tracking information used by major brands, agencies and advertisers to guide critical marketing decisions.  It is part of the family of E-Score products produced by E-Poll Market Research.

For complete results or more information contact E-Poll Market Research: press@epoll.com

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