In this post, I do a little poll diving.
The best presentation of the presidential exit polls I've seen is over at Fox News.
I'll be digging through the results for the next few days, looking for insights that might have application in public relations and marketing. Here's one consideration that companies should ponder:
The pollsters asked people who had just voted, "Which one of these four candidate qualities mattered most in deciding how you voted for president?"
Total Obama Romney
Shares my values 27% 42% 55%
Is a strong leader 18% 38% 61%
Has a vision for the future 29% 45% 54%
Cares about people like me 21% 81% 18%
Governor Romney did better than President Obama on the first three, but Obama blew him away (81 percent to 18 percent) on the fourth, which was regarded as most important by 21 percent of the respondents. In fact, Obama's margin on that single characteristic trumped Romney’s combined margins on the other three qualities.
Similarly, on the question of "who is more in touch with people like you?" Obama has a ten point lead over Romney (53% to 43%).
On the critical issue of who would best handle the economy, Obama and Romney were essentially tied (48% and 49% respectively).
The touch-feely question of who cared more appeared to be the tie-breaker.
Big Business, which may have been one of the big losers in this election for reasons I'll get into in future postings, should pay heed.