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Flemington, NJ, April 17, 2008 – Two national studies among 622 self-reported Democrats and independents indicated that the most significant movement was among women, with Senator Obama gaining additional support for his stand on taxes, and Senator Hillary Clinton gaining additional support for her plan for the war in Iraq.

The communications research studies were conducted today by HCD Research and the Muhlenberg College Institute of Public Opinion to obtain Americans’ perceptions of candidates after viewing segments from the Democratic debate last night. 

One group of 311 participants viewed the candidates’ responses on Iraq and another group of 311 viewed the candidates’ responses on taxes. While viewing segments of the debate, participants indicated their levels of agreement by moving their mouse from left to right on a continuum. The responses were recorded in quarter-second intervals and reported in the form of curves. Participants were asked pre- and post-viewing questions regarding their opinions of the candidates. To view detailed results and agreement curves, go to: www.mediacurves.com.

Among the study findings:

The most significant movement on the issues was among women.

• Prior to viewing the candidates’ responses on taxes, 28% of women reported that Obama represented a view similar to theirs regarding taxes.  After viewing the candidates’ responses, 38% women reported that Obama represented a view similar to theirs regarding taxes. 

• Prior to viewing the candidates’ responses on Iraq, 35% of women indicated that Clinton represented a view similar to theirs regarding the war in Iraq.  After viewing the candidates’ responses, nearly half (49%), indicated that Clinton represented a view similar to theirs regarding the war in Iraq. 

• After viewing the candidates’ responses on taxes, Obama gained support among respondents with an additional 7% reporting that he represented a view most similar to theirs regarding taxes.

• After viewing the candidates’ responses on Iraq, Clinton gained support among respondents with an additional 10% indicating that she represented a view most similar to theirs regarding the war in Iraq.

The Media Curves web site provides the media and general public with a venue to view Americans’ perceptions of popular and controversial media events and advertisements.

Editors/Reporters: For more information on the study, or to speak with Glenn Kessler, president and CEO, HCD Research; Chris Borick, Ph.D., director of the Muhlenberg College Institute of Public Opinion, please contact Vince McGourty, HCD Research, at (908) 483-9121 or (vince.mcgourty@hcdi.net).

HCD Research is a communications research company headquartered in Flemington, NJ.  The company's services include traditional and web-based marketing and communications research.  For additional information on HCD Research, access the company’s web site at www.hcdi.net or call HCD Research at 908-788-9393.  Headquartered in Allentown, Pennsylvania, MCIPO is a respected source of public opinion data on local, state and national issues. . For additional information on Muhlenberg College, go to www.muhlenberg.edu