Word: electioneers
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On election day, with nothing left to do but wait for results, Obama pollster Joel Benenson spoke with TIME's Amy Sullivan. The former reporter turned numbers man talked about how the Obama team developed its strategy for taking on John McCain, how Obama managed to sustain a consistent message...
One of the things that struck us as we entered the general election was that two pieces of conventional wisdom had been stood on their heads. The first was that Barack Obama actually had a much better defined image with voters than John McCain did, especially on key attributes related...
For McCain, the biography metrics were very strong--people thought he was tough, thought he was ready to be Commander in Chief. But beyond that, voters really didn't have an image of him as this fiercely independent maverick. I don't think we thought the general election would be...
The second piece of conventional wisdom that was completely wrong was which groups we would be strong with. The notion that voters who supported Senator Clinton would vote Republican in the general election was never supported by what we saw in our polling. At the beginning of June, going into...
When you go from a primary to a general, you say, "We know what worked in the primary. Will it work in a general election?" There was a nuanced change that we made in our slogan, right before the convention--from "Change you can believe in" to "Change we need...