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Frank Luntz ran many focus groups with voters during the presidential campaign. A few of my favorite quotes from his Washington Times article:
Mr. Bush won on Tuesday because September 11 has truly changed America and because he accurately reflected America’s resolve that the war on terror has to be won. Not waged. Won. Voters concluded that while Mr. Kerry could adequately manage a terrorist attack, it was Mr. Bush who was more likely to prevent one.
...Some will claim that Mr. Bush won on Tuesday because he waged a campaign of fear. The exact opposite was the case. Americans turned to him precisely because they saw him as the antidote to that fear.
Polling over the past few months and the results on Election Day itself illustrated an essential principle of electoral success: It is no longer enough to say no. Voters need someone who will say yes. Mr. Kerry became a symbol for voters opposed to the president’s policies and procedures, but not much else. Conversely, Mr. Bush became the vehicle for those who wanted an affirmative, proactive, preventative approach to homeland security. Americans will tell you that it was Mr. Bush, not Mr. Kerry, who offered the hope that personal security could be restored. And in this election, hope won.
(via Lucianne.com).
