Walmart Moms Focus Group Video & Memo

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, August 9, 2016. We have tracked these Walmart Moms – defined as 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{09f965da52dc6ab4c1643a77bd40d1f729d807040cd8db540234bb981a782222} of the electorate.

In this round of focus groups, Public Opinion Strategies and Penn Schoen Berland check-in with Walmart Moms in Ohio and Arizona. The groups, conducted among undecided or persuadable voters in Columbus, OH and Phoenix, AZ aim to give a better understanding of the state of the race according to these swing voter women. We probe satisfaction with the two major party nominees, what hesitations these voters have with Trump and Clinton, and what these candidates need to do to win the votes of these Walmart Moms.

The full focus group videos can be viewed here: Walmart Moms Focus Group Video

See our key findings memo here: Walmart Mom Memo August 2016 Final

Public Opinion Strategies