New Research Shows Why Romney Struggles among Women and Latinos

This national poll finds that both women and Latinos consider Romney more “cold,” “insincere” and “rude” than Obama, and less “experienced,” “compassionate” and “trustworthy.”
 
 
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Oct. 17, 2012 - PRLog -- 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.”

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.”

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

PERSONALITY PERCEPTION AMONG LATINOS
Attribute                 Obama      Romney      Diff.      Politician Avg.
% Cold                            6         29          (23)         11
% Insincere                  13         31          (18)         16
% Rude                            7         18          (11)         10
% Mean                            3         13          (10)         7
% Can Identify With      14         4             10         7
% Approachable           25         7             18         13
% Trustworthy              26         4             22         14
% Compassionate      26         4             22         10
% Down To Earth         28         5             23         12
% Sincere                    30         5             25         16
% Influential                 52         20             32         30

Source: E-Score Celebrity, filtered by Latino


PERSONALITY PERCEPTION AMONG WOMEN
Attributes            Obama      Romney    Diff.    Politician Avg.
% Cold                          9         22          (13)         11
% Insincere                17         28          (11)         16
% Rude                          5         14            (9)         10
% Mean                          2         9            (7)         7
% Trustworthy           23         13             10         14
% Sincere                  25         13             12         16
% Classy                    21           9             12         11
% Good Energy          29      15             14         15
% Approachable          28      14             14         13
% Compassionate   25         10             15         10
% Influential               46        29             17         30

Source: E-Score Celebrity, filtered by female


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:
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