Wednesday, February 27, 2013
12:00pm PST/1:00pm MST/2:00pm CST/3:00pm EST
@BarbaraLeeSays
@AdrienneKimmell
@EmergeAmerica
#pitchperfectpolitics
facebook.com/barbaraleesays
www.barbaraleefoundation.org
About the Barbara Lee Family Foundation
The Barbara Lee Family Foundation advances women’s equality and representation in
American politics through political research, strategic partnerships, and grantmaking.
•
Political research: The Foundation has studied and published research about every woman’s
gubernatorial race since 1998. We have shared our findings with hundreds of women candidates at
all levels and across parties, giving women essential knowledge and tools to meet the challenges of
campaigning.
•
Strategic partnerships: The Foundation builds strategic, nonpartisan partnerships to help women
succeed in American politics.
•
Grants and endowments: The Foundation is committed to building the capacity of our partner
organizations through grants and endowments.
2
Purpose of Research
• The Barbara Lee Family Foundation partnered with Lake
Research Partners to conduct qualitative and quantitative
research designed to explore voters’ perceptions of
women candidates. This research helps to decode the
idea of a qualified woman candidate. It reveals what
makes a woman “qualified” in voters’ minds, and how one
establishes qualifications and likeability at the same time.
• This research provides a clear road map for women who
are running for major statewide office: how to introduce
themselves to voters to demonstrate their qualifications;
what language contributes to voters believing they are
qualified; and how to present themselves in a way that
conveys they are qualified.
3
Focus Group Methodology
• Lake Research Partners conducted four focus groups with
in August of 2012 segmented as follows:
– Chicago, August 8, 2012
 White women, 36-65
 Mixed race, young women 18-35
– Manchester, August 9, 2012
 White women, age 36-65
 White men, age 25-65
• Participants were recruited to reflect a mix of age, party
identification, and education level.
4
Survey Methodology
Phone Survey: Lake Research Partners designed and administered this survey,
which was conducted by phone using professional interviewers. The survey
reached a total of 1,001 registered likely 2012 voters nationwide. The survey was
conducted September 11 – 16, 2012. Telephone numbers for the survey were
drawn using a voter file sample. The samples were stratified geographically
based on the proportion of voters in each region. Data was weighted by gender,
education, party identification, age, region, and race to reflect the attributes of
the electorate. The margin of error for the survey is +/- 3.1%.
Online Dial Survey: Lake Research Partners designed and administered this
survey, which was conducted online. The survey reached a total of 1,000
registered likely 2012 voters nationwide. The survey was conducted October 4 –
9, 2012. The sample was drawn from an online panel and respondents were
screened to be registered and likely voters. Data in the sample was weighted
slightly by gender and party identification to reflect the attributes of the actual
population. The margin of error for the overall survey is +/- 3.1%.
5
Key Findings
Key Findings – Executive Summary
• Voters continue to have high standards for what they
consider a “qualified” woman candidate.
• Confidence is critical. Women candidates for major
statewide office must come across as confident, qualified,
and competent in their initial presentation.
• Women candidates especially need to tout their
experience and track record, including taking on insiders.
• Voters want assurance that women can get the job done
in the largely male game of politics.
7
Key Findings – Executive Summary
• Overall, it is important to voters – especially women –
that they like a candidate that they support.
• For women candidates, there is a correlation between
being qualified and being likeable. That is not the case for
men.
• Because qualifications and likeability are so closely linked,
there are dual negative consequences for women when
they make mistakes on the campaign trail.
8
Key Findings – Phrases that Work Well
• Voters tend to dial up on the following types of phrases:
– Validation:
• “The business community praised her”
• “Someone admired her”
• “She was praised for commanding respect”
– Description of Taking Action:
• “Refused to back down”
• “In her debate she stood up”
– Displays of Positive Leadership Styles:
• “In touch”
• “Met with voters”
• “Bringing men and women together” or “Democrats and Republicans
together”
9
Key Findings – Phrases that Work Well
• Voters tend to dial up on the following types of phrases:
– Positive Labels:
• “She is knowledgeable”
• “She is confident”
• “She is an experienced legislator”
– Substance Examples:
• “Being a leader in education”
• “The Financial Investment Act, which increased taxes on
corporations”
• “Investing in small business and Main Street”
10
Voting for the “Qualified” Women
Voters are interested in voting for a
woman candidate, but by wide margins
they think it is harder for a woman
candidate to appear qualified.
Secretary Hillary Clinton
About a third of voters believe that their friends and
neighbors find male candidates more qualified and
nearly two-thirds say the would see no difference.
Total
Men
Women
12
Generally speaking, do you think your friends and neighbors find male candidates or female candidates are more qualified?
By wide margins, voters believe that it is harder for a woman
candidate to appear qualified than a male candidate.
Women voters are more likely to hold this view than men.
-70
Women
Men
Total
-66
-73
13
Do you think it is easier or harder for a woman candidate to appear qualified than a male candidate? [If easier/harder, Ask:
Is that much or somewhat?]
Voters also say that it is quite important that a woman
candidate include that she is qualified in her campaign
biography.
Total
+80
Men
+77
Women
+83
14
How important is it that a woman candidate include in her description that she is qualified -- very important, somewhat
important, a little important, or not important at all?
Characteristics that Convey
Qualifications
Specific words and phrases work better than others to
convey to voters that a candidate for major elected office is
qualified. Most women who run for major office and most
women who get elected to major office have these
qualifications. The key is to communicate with voters in
the right way.
15
Voters believe that the descriptors of hard-working, confident,
organized, knowledgeable, compassionate, assertive, strong and leader
fit most women running for major office in their states.
Not Well
Split sample question.
Net
DK
+82
5
+83
5
+75
7
+79
5
+71
8
+74
6
+69
5
+68
5
Well
Women need to build on being knowledgeable, organized, and confident to get results, and they
need to show how their compassion gives them a vision and makes them in touch with voters.
Now let me read you some different words and phrases and I want you to tell me how well you think it describes most
women running for major offices in your state -- very well, somewhat well, a little well, or not well at all.
16
Voters have high standards for a qualified woman candidate. She must
show she is knowledgeable and honest, will stand up for what’s right, can
get results, is confident, is organized, has a vision, and is in touch. It is
almost universally important for a woman to have these traits.
Not Important
Net
DK
+96
1
+95
1
+94
1
+93
1
+94
1
+92
1
+92
1
+92
1
Important
Split sample question.
Now let me read you some different words and phrases and I want you to tell me how important it is for a woman
candidate running for major office in your state to have this quality to show that they are qualified for the job - very
important, somewhat important, a little important, or not important at all.
17
Voters place being strong, assertive, compassionate, collaborative, a
multi-tasker, likeable, charismatic, and not making mistakes in a lower
tier, but these characteristics are still important overall for a woman
candidate to have in order to convey she is qualified.
Not Important
Net
DK
+90
1
+89
2
+84
2
+85
3
+85
1
+80
1
+75
2
+69
1
Important
Split sample question.
Now let me read you some different words and phrases and I want you to tell me how important it is for a woman
candidate running for major office in your state to have this quality to show that they are qualified for the job - very
important, somewhat important, a little important, or not important at all.
18
When thinking about whether a woman is qualified, two dimensions emerge. One is
results-oriented/qualifications -- this one is dominant -- and the other is being charismatic
and likeable. For men candidates, there are four dimensions and all have equal weight. For
women, not making a mistake is part of being likeable. For men, it is part of being
organized and getting results. This means women pay a double price for mistakes.
Women Candidates
STANDS UP FOR WHAT'S RIGHT
GETS RESULTS
KNOWLEDGEABLE
HONEST
ORGANIZED
IN TOUCH
CONFIDENT
STRONG
HAVE A VISION
ASSERTIVE
MULTI-TASKER
CHARISMATIC
LIKEABLE
NOT MAKE MISTAKES
COMPASSIONATE
COLLABORATIVE
Component
1
2
.783
.772
.748
.742
.739
.693
.675
.541
.472
.412
.395
.049
.122
.090
.348
.351
.090
.121
.173
.155
.136
.277
.330
.431
.313
.292
.375
.764
.650
.537
.528
.528
Men Candidates
COLLABORATIVE
1
Component
2
3
4
.627
HONEST
.622
KNOWLEDGEABLE
.611
HAVE A VISION
.581
IN TOUCH
.520
COMPASSIONATE
.520
NOT MAKE MISTAKES -.083
GETS RESULTS
.389
ORGANIZED
.393
STRONG
.193
CHARISMATIC
.000
LIKEABLE
-.002
CONFIDENT
.117
ASSERTIVE
.364
MULTI-TASKER
.011
.179
.152
.208
.350
-.111
-.185
.675
.617
.548
.523
.125
.077
.349
.363
.257
.102
-.023
-.125
.192
.256
.355
.188
.000
.048
.382
.743
.730
.432
.402
.123
-.067
.135
.156
-.203
.191
.423
.121
.051
.138
.105
-.004
.023
.138
-.020
.820
STANDS UP FOR
WHAT'S RIGHT
.132
-.123
.508
.467
19
The Role of Likeability
We found a strong tie between being qualified
and being likeable.
Senator Heidi Heitkamp (ND)
Voters ranked almost identically the examples of being qualified and the
examples of being likeable. This definitively shows how closely these
qualities are tied – being qualified is essential to being likeable.
Neutral
Neutral
4
7
7
6
8
7
10
10
17
13
16
17
14
10
22
17
26
24
Split sample question.
Now let me read you some different examples of women who could run for a major office in your state. For each one
please tell me based on the statement alone, how qualified/likeable you find that candidate on a scale that goes from 0100 where 0 is less qualified/not at all likeable and 100 is much more qualified/extremely likeable..
21
The unlikeable and unqualified examples are also closely correlated.
Performing poorly in a debate, getting angry, choking up while running,
and having a mistake in the candidate’s economic plan all reduce both a
woman candidate's qualifications AND her likeability.
Neutral
Neutral
21
22
26
27
31
25
17
20
Split sample question.
Now let me read you some different examples of women who could run for a major office in your state. For each one
please tell me based on the statement alone, how qualified/likeable you find that candidate on a scale that goes from 0100 where 0 is less qualified/not at all likeable and 100 is much more qualified/extremely likeable..
22
The Double Bind
•
Because qualifications and likeability are so closely linked, there are dual
negative consequences for women when they make mistakes on the
campaign trail.
•
We know no one can run a perfect campaign. However, women do not have
a lot of room to make mistakes.
•
When women do make mistakes, they need to work quickly with their
campaigns to engage in crisis communications. We have found that women
often are perceived to wallow in mistakes too often and for too long. This is
devastating to both their likeability and their qualifications.
•
This research uncovered one potential strategy for women to employ when
they do make a mistake: respond quickly with a succinct, straight answer
and then introduce validators who can reinforce the candidate’s
qualifications. This strategy worked even better for women candidates than
for men candidates.
23
“Mistake/Female”
Both men and women voters dial down on the wrong job numbers, and start dialing positively
again when they hear about her successful, well-organized campaign and the endorsements by
business and labor. By the end of the statement, voters have reached the neutral point again.
…has been endorsed
by business and labor
leaders
…including quoting the wrong
job numbers for the state.
…given that she has been
running a successful and wellorganized campaign.
Now you are going to hear some news stories of different fictional candidates running for major statewide office. As you listen to each statement,
use the slider to show how you feel about what you are hearing, where 0 means what you are hearing is making you feel that the candidate is very
unqualified for major statewide office and 100 means what you are hearing is making you feel that the candidate is very qualified for major
statewide office. 50 is neutral. Please continue to move your slider as you are listening to the audio.
24
The Candidate’s Introduction: Putting
the Best Foot Forward
Women need to tweak the ways they introduce
themselves to the voting public. Women
candidates must immediately establish
themselves as qualified.
Key Findings – Putting the Best Foot Forward
•
Voters punish women for on-the-job learning and campaigns that ramp up;
this erodes the sense that they are “qualified.”
•
We found that it is imperative for women to get a running start prior to
launching their campaigns. To help women relay their qualifications they
should focus on the presentation and content of the introduction.
•
Women often start their campaigns with their personal stories, which
makes them likeable and in touch, but often does not do much to establish
their qualifications and credibility.
•
To relay qualifications, women should lead with their issue expertise and
accomplishments as well as their experience and track record before sharing
personal story.
26
In focus groups, voters told us that it is critical for women
candidates to present themselves as strong and confident.
Women candidates pay a high price when they fail to appear
confident.
• “She has to be very strong and confident to be able to do that job.”
– White woman, age 36-65, Manchester
•
“If you are confident and you want people to believe in you, then
people will have belief that you can do things. I mean if you don’t
look like you believe in yourself, then there is not a way that things
can happen.” – Mixed race young woman, age 18-35, Chicago
• [One can portray confidence through] “their demeanor, the way they
stand, the way they carry themselves, the way they speak.” – White
woman, age 36-65, Manchester
• “When you are talking, you have to present yourself in a way that is
strong and believable, and you know if you are not confident in what
you talking about I guess it just comes across as weak.” – White
woman, age 36-65, Manchester
27
For both female and male candidates, issue and experience in office establish
credibility better than work experience or a personal biography. The issue profile
works because it is more than just a candidate’s stance on the issues, it also
includes his or her accomplishments.
Female Candidate
Profiles (Split sampled questions)
Male Candidate
Very
Total
Very
Total
Qualified Qualified Qualified Qualified
Issues
Mary Jones/Wayne Jones is known in the state legislature for her/his
strong voting record on issues like health care reform, education, and
economic development. She/he has successfully passed a number of bills
to help our state including getting money to improve our schools and
creating thousands of jobs while imposing tough fiscal discipline.
62% 93% 58% 89%
Elected Office
Jan Smith/Tom Black served one term on city council, was mayor, and is
currently in her/his third term in the state legislature. Currently she/he
serves as a ranking member of the Finance committee, as well as on the
Governor’s Economic Task Force to create jobs.
56% 90% 45% 87%
Work
Kathy Green/Jack Green successfully owned her/his own small business
before climbing the ranks of a Fortune 500 company. She/he knows how
to create jobs, meet a payroll, and manage a company budget.
39% 80% 31% 75%
Personal
Joan Smith/Tim Smith grew up in a working class neighborhood, the
daughter/son of a police officer and a teacher, where she/he learned the
value of hard work and discipline. She/he graduated at the top of her/his
class from a State University.
21% 63% 22% 63%
Now you will see some different profiles of possible candidates for a major office in your state. For each one, please
indicate how qualified you find each candidate based on the statement alone -- very qualified, somewhat qualified, a little
qualified, or not qualified at all.
28
Using Action-Oriented Language
Action-oriented descriptions of women increase
voters’ perceptions of women candidates as
qualified. Voters also remembered these kinds of
take-charge actions and cited them as something
specific that stood out to them.
Governor Mary Fallin (OK)
Ambassador Carol Moseley Braun; 2004 New Hampshire Presidential Debate
“Small business/Female”
Voters across age group and gender dial up on a fictional candidate being
respected in the business community. The phrase about pulling herself up by
her bootstraps also conveys qualifications. Young women especially respond
to creating jobs by bringing business and labor together.
Smith is well respected
in the business
community…
…experience…
…bringing business and labor
together to create jobs...
…pulling herself up by
her bootstraps,
starting her own
successful business…
Now you are going to hear some news stories of different fictional candidates running for major statewide office. As you listen to each statement,
use the slider to show how you feel about what you are hearing, where 0 means what you are hearing is making you feel that the candidate is very
unqualified for major statewide office and 100 means what you are hearing is making you feel that the candidate is very qualified for major
statewide office. 50 is neutral. Please continue to move your slider as you are listening to the audio.
30
Full Text of Statement
Joan Smith met with local business leaders recently as part
of her campaign for major statewide office. Smith is wellrespected in the business community for her experience as
a small business owner. She is known for pulling herself up
by her bootstraps, starting her own successful business, and
for bringing business and labor together to create jobs. She
advocated for workers from our state to be first in line for
government funded projects.
31
“Debate/Female”
Voters of all ages and both genders like that a fictional candidate stood up in the debate, and
that she is knowledgeable and confident. Voters dial up strongly when they hear she refused
to back down, that she was asked if a woman could handle the job, and again on answering
tough questions.
…her respected
opponent…
…knowledgeable
and confident…
…in the debate,
she stood up…
…long-time
elected official…
…refused to back down…
…tough questions…
…whether a
woman could
handle the job…
Now you are going to hear some news stories of different fictional candidates running for major statewide office. As you listen to each statement,
use the slider to show how you feel about what you are hearing, where 0 means what you are hearing is making you feel that the candidate is very
unqualified for major statewide office and 100 means what you are hearing is making you feel that the candidate is very qualified for major
statewide office. 50 is neutral. Please continue to move your slider as you are listening to the audio.
32
Full Text of Statement
Kathy Green shined in a recent debate on the local TV news
affiliate. In the debate, she stood up to her respected
opponent, a long-term elected official. As state news
reported, she proved yet again in this campaign that she is
prepared, knowledgeable and confident. She refused to
back down when her opponent asked whether a woman
could handle the job. Afterwards, she answered tough
questions from a respected reporter.
33
Recommendations – Strategies for Establishing
Qualifications
• There is no silver bullet here, and no one quality or
characteristic makes voters think that a woman candidate
is qualified. There are some strategies that women can
employ:
1.
2.
Use the Qualified Label - When writing a candidate’s bio, include
the word “qualified” in her description. If possible, include words
like assertive, knowledgeable, confident, leader, and long-term
elected official, which also convey qualifications.
Maintain Confident Presentation Styles - The most important
factor is for women to introduce themselves in a confident
manner and maintain that confidence. The use of media
consultants for presentation should begin before the
announcement. Women should avoid making early mistakes,
and they should prepare to answer tough questions.
34
Recommendations – Strategies for Establishing
Qualifications
• Additional strategies that women can employ to increase
voters’ perceptions that they are qualified include:
3.
4.
Incorporate Action-Oriented Phrases– Voters respond well to
phrases like “refused to back down” and “stood up in the
debate” and “she took on” someone or something. Appearing
proactive appeals to voters in a way that bolsters their
perceptions of how qualified a woman candidate is.
Tap Into Third-Party Validation – Voters respond well to phrases
like “she has been endorsed by business and labor leaders” and
“she was praised for commanding respect.” Women are helped
by third party validators who attest to their qualifications. Also,
if a woman makes a mistake, while she employs crisis
communications, she should make sure a third party validator
reaffirms her qualifications.
35
www.barbaraleefoundation.org
@BarbaraLeeSays
@AdrienneKimmell
#pitchperfectpolitics
facebook.com/barbaraleesays
Adrienne Kimmell
Executive Director
Barbara Lee Family Foundation
akimmell@blff.org
617.234.0355