As part of the YGW “Woman Up,” effort, the YG Network conducted focus groups in Las Vegas, Nev., and suburban Philadelphia, Pa., to identify and understand the issues of most concern to independent women. Conducted by Fabrizo/McLaughlin & Associates, the focus groups were comprised of women who fell under the following criteria:

• Likely female voters in 2012 whom voted for a Republican for Governor in 2010, yet are lean Obama or undecided in the 2012 Presidential election; or,
   
• Registered Republican or Independent female voters who did NOT vote in 2010, but are likely to vote in 2012 and are undecided or soft Obama voters.

WEEKEND READING: IN-DEPTH FINDINGS HERE 

KEY TAKEAWAYS

1. Economic issues dominated the conversation – with barely a mention of social issues unless prompted.   Jobs were of critical concern.  Health care was also important, and the majority wants to see Obama Care repealed.
    
2. No specific “women’s issue” could be mentioned top of mind that invoked any type of passion.  To these women, the economy and financial security (and that of their family) are "woman's issues.
    
3. Participants had very different views on congressional policymaking dynamics.  They believed Democrats in Congress wanted more government and that government spending was the solution to most of America’s problems.  In contrast, the women stated Republicans in Congress want smaller government with lower taxes.  Several women pointed out that they felt Republicans in Congress had a too narrow view on social/moral issues.
    
4. Many participants felt that their children’s generation faces the toughest challenges.  They are worried about the massive debt and the difficult economy that their children will inherit.  A case could be made to participants that this generation needs to make the tough choices and take some pain to protect the next generation.
    

A FOCUS ON JOBS                   

• A number of the women are, have been, will be, or know someone who is, looking for a job. They told stories about themselves, friends and family members being unemployed.
   
• For those lucky enough to find a job, it took too long.  Some have settled for jobs they feel overqualified for. College students are worried about what jobs will be available for them after they graduate, while a senior was forced to retire because she couldn’t find a job.
   
• Women talked about buying American when they can, but costs of American products are more expensive making it prohibitive.  Some blame is also given to large retailers moving-in to local neighborhoods and closing down local businesses (and carrying foreign products), but the cheaper prices for products offered are seen as a positive.
   
• Women blamed Obama for not doing enough to fix the economy, but he does get credit for extending unemployment and helping the auto industry.

 
HEALTH CARE CONCERNS

• They do not like ObamaCare.   Among the most frequent reasons given were that it will increase costs, that it was too all-encompassing, and that government runs things poorly and can’t even manage spending now.   Instead, most believed people should determine how they wish to spend their money.
   
• Also frequently mentioned was that ObamaCare moves America toward Europe and Canada, meaning long waits for care, and cuts to Medicare for seniors who are on fixed incomes.  Socialized Medicine came up often.
   
• In general, health care, Medicare and insurance are seen as being confusing – and Obamacare just adds to that confusion.
   
• Parts of Obamacare are seen positively, including pre-existing conditions provisions & allowing children to stay on parents plan until they are 26.
   
• Common refrain: The current system is not working. People fall through the cracks of the healthcare system; covered if you are really poor or rich, but you miss out if you are in between.
   
• Women believed that healthcare is too expensive, even people with health insurance bypass medical visits because co-pays are too high.
   
• President Obama’s plan is not the answer, and participants had limited knowledge of Mitt Romney’s position. 
   
• While there is no clear answer on how to fix healthcare, participants stated that healthcare should be more affordable, more portable so that if a person loses their job they can keep their plan, and that a new plan needs to be written by doctors and nurses not politicians.
   

GAS PRICES ARE AFFECTING MY FAMILY

• Only a few women mentioned gas prices as a top issue unaided, but when prompted almost all said they have been affected by rising gas prices.

• They now have to spend time to plan and consolidate errands to make only one trip with the car.
   
• Money now having to pay for higher gas is coming from discretionary spending.  They had to stop going or cut back on dinners, movies and nights out.
   
• Participants are not going on vacations or day trips anymore because it is too expensive to drive and fly.  They are not visiting family/friends as often, both out of town and trips across town/close by.
   
• High gas prices are inflating prices for everything else; the cost to transport the goods is being passed onto consumers.
   
• Participants had mixed views on if the President could do anything about it. While some thought more drilling was needed and a move to be independent of foreign oil, others thought it out of his hands.
   
• Several women mentioned the keystone pipeline project, while some blame oil companies or price controls.

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