Public Opinion Strategies and Momentum Analysis conducted national election night (11/6/12) surveys among N=1,600 voters (margin of error +2.5{09f965da52dc6ab4c1643a77bd40d1f729d807040cd8db540234bb981a782222}) and N=432 Walmart Mom voters (margin of error +4.7{09f965da52dc6ab4c1643a77bd40d1f729d807040cd8db540234bb981a782222}).

Throughout the 2012 election cycle, our two firms conducted surveys and sixteen in-person and online focus groups to explore what these moms care about and what they expect from their elected officials.  Over the course of the year, we heard that three critical issues were driving the “Walmart Mom” vote this election cycle: the economy, health care, and education.

From our final election night data, we determined that Walmart Moms helped tip the scales in 2012 — a finding that is consistent with 2008 and 2010, where these quintessential swing voters have had a prominent and influential role in deciding election outcomes.

Please click here to view our full findings from the election night survey, here for our analysis and here for our presentation.

To view all our research on Walmart Moms, click here.