The Stained Glass Divide - 2012 Decoded

by Ron Brownstein

Alex Lundry is the director of research at the Republican firm TargetPoint Consulting, which specializes in segmenting and targeting voters based on their consumer and social behavior. Some months ago I asked Lundry what one piece of information, apart from partisan registration, he would most want to know about someone to predict whether he or she usually votes Republican or Democratic. He didn't hesitate for more than a moment. "Whether there is a Bible present in their home," he said.