Independents. Hispanics. Moderates. Walmart moms?
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There's another demographic to watch in the 2016 race: women with children who have shopped at Walmart in the last month — dubbed Walmart moms. Some from the battleground states of Ohio and Arizona gave their takes on the presidential election in focus groups on Tuesday night.
The gatherings, spearheaded by Penn Schoen Berland and Public Opinion Strategies and closely watched by the media, began in 2008 as a way to study a pivotal group that makes up 14 to 17 percent of the U.S. electorate.
They voted for Barack Obama in 2008 and 2012. With three months left until Election Day, here's what Walmart moms think about the 2016 race for the White House.
An Unpleasant Choice: Trump or Clinton
Many participants expressed disgust and discouragement with both Hillary Clinton and Donald Trump during the conversations, held around conference room tables among 10 strangers from a mix of races, ethnicities and income levels.
"None of the candidates are close to a good example," said Deanna D., 32, from Phoenix. "In politics, nobody is ever great. But these two make me sick. With their integrity and moral values, it's kind of gross."
In a poll, some participants couldn't force themselves to make a decision, with some admitting they may not vote — an abnormality in focus groups and political polling.
"Even today, I could not tell you who I feel comfortable with running this country,” said Dana W., a mother of two from Columbus.
Others tried to turn to a third-party candidate. "If everyone banded together and learned about [Libertarian candidate] Gary Johnson, maybe we wouldn't have to decide between Trump and Clinton," said Julie B., an office administrator and a mother of two from Columbus.
Clinton: 'Cold,' 'Untrustworthy' and 'Scary'
Clinton was perceived as untrustworthy — with eight of the 10 participants in the Ohio panel using that word to sum up their concerns about her.
"I think they are all liars, but I think she gets caught a lot," said Julie B. "The message I'm hearing is, Vote for me, because you don't want him."
"It's blatant lying," said Stephanie C. from Phoenix, referring to Clinton's statements about her use of a private email server to send sensitive government information. "The fact she wasn't indicted was absolutely mind boggling."
Walmart moms also painted a picture of an "emotionless" person who wouldn't be fun in social settings. Donna G. from Ohio said she would invite Trump to a barbecue over Clinton.
"Personally, it would be more fun than Hillary in her suit sitting next to me," she said. And asked to choose an Olympic sport for Clinton, one panelist chose golf "because I find her boring."
Trump: 'Doomed,' 'Terrible' and a 'Joke'
Walmart moms were most concerned about Donald Trump's inexperience, using words like "instability" and "fear" to describe a Trump presidency.
"It's kind of like sending a painter to do a doctor's job. It makes no sense to me," said Ivania L. from Ohio. "I'd pick Minnie Mouse right now if it was today."
"His weakness is his mouth," said Donna G. "To me, he has no filter. When you're in political office that high — I think it can be a huge issue with him."
Africa C., 40, from Phoenix, said the decision was "like choosing which arm to cut off ... I don't think he's used to working with people ... I think he sees himself as somebody who sees himself as kind of a dictator."
And asked which Olympic sport fit Trump best, one participant said "diving," because it is the most individualistic sport.