What Do Women Want?

“Some Cupid kills with arrows, some with traps.” — William Shakespeare, Much Ado about Nothing, III.i

President Barack Obama took 57 percent of the women’s vote in the 2008 presidential election (men split their vote 50–50 between Obama and John McCain). But can Obama win the women’s vote again? For clues to how women are likely to vote in the 2012 presidential election — and why some candidates are resonating more than others — we turned to a new technique now being used by some marketing companies.

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