The upshot of all this is that if you’re a campaign trying to appeal to independents, moderates or undecided voters — or a concerned citizen trying to make sense of these groups in the context of an election — policy and ideology aren’t good frames of reference. There just isn’t much in terms of policy or ideology that unites these groups.
Footnote: Of course, one could make the same ideological dispersion points about Democratic and especially Republican voters, who also display lots of underlying diversity (hence the fights during party primaries). But Democratic and Republican voters are ultimately reliable partisans. They vote for the party, and policy comes second. Their votes are not up for grabs in the general election.
Anybody who claims to have the winning formula for winning moderate, independent or undecided voters is making things up. Perhaps more centrist policies will appeal to some voters in each of these categories — but so will more extreme policies.
Footnote: Absent any better strategy, going modestly left on economics is advisable. All sub-groups have more voters on the economic left than the economic right.
And come election day, these potential swing voters may not ultimately care all that much about policy. They don’t tend to identify themselves based on ideology, and they don’t follow politics all that closely. They’re more likely to decide based on whatever random events happen at the last minute (like, say, a letter from the FBI director). These are even harder to measure and generalize about. (The good news for pundits and campaigns is that they leave even more room for open speculation and political fortune-telling.)
But OK, one final point needs clarification here — maybe we’re being too literal: Maybe what pundits are really getting at when they talk about appealing to “moderates,” “independents” or undecided voters is the “middle-est” middle of the electorate — in terms of vote choice, partisanship and ideology. Maybe they’re talking about people who identify as moderate, independent and are still undecided on 2020 — the part of the Venn diagram above where all three circles overlap.
First, this is a really small group — only 2.4 percent of the electorate falls in all three buckets. And even this super small middle of the middle is … you guessed it … all over the ideological map. Rare as these voters are, anybody who talks about winning over undecided, independent, moderate voters should first address the question: which undecided, independent, moderate voters?