Focus Group: “Change” is Tired, Hello “Accountability?”


Time‘s Joe Klein sat in on a focus group of undecided voters yesterday. The results were sobering for both candidates, he writes: for McCain, because he is seen as “more of the same,” and for Obama, because his “change” message no longer resonates. What do these people seem to want? Accountability.

What do they want? Given a list of 31 personal attributes the next President might have and asked to pick the eight most important, “Accountability” finished highest with 13 votes, next was “Someone I can trust” with 12, “honest and ethical” was third with 11. “Agrees with me on the issues” got one vote. They didn’t care if the candidate was a Washington insider or outsider. “A dynamic and charismatic leader” got two votes…

Worth a read.

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