As part of our continuing series of focus groups among Walmart Moms, Neil Newhouse of Public Opinion Strategies and Margie Omero of Penn Schoen Berland conducted two focus groups on Tuesday, October 25, 2016. We have tracked these Walmart Moms – defined as female voters with children under 18 in their household and who shopped at Walmart at least once in the past month – since the 2008 election cycle, and they continue to be a key swing voter group, making up approximately 14-17% of the electorate.
In this round of focus groups, Public Opinion Strategies and Penn Schoen Berland will continue checking-in with Walmart Moms, this time in Nevada and North Carolina. The first group, conducted among undecided or persuadable voters in Las Vegas, NV gives a better understanding of the state of the race two weeks from Election Day. The second is a unique look at the current partisan divide, as this group is made up of Walmart Moms who support a different candidate than their spouse or significant other – with their partner in the focus group room with them.
The full focus group video can be found here: Walmart Moms Focus Group Video
See our key findings memo here: Walmart Mom Memo October 2016