When I was in the polling business many years ago, our reports always started with the mood of the electorate, whether things were moving in the right direction or seriously off on the wrong track, and then moved to two sections on character and issues.
Usually, those sections were pretty balanced. We advised candidates on which character traits and issue stands worked for them and which did not. We suggested how they could emphasize their strengths and address or pivot away from their weaknesses.
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