They appreciated that the battle of political ideas at election time was focused exclusively on a minority of swing voters in marginal seats. (theguardian.com)
The 12 - page memo [pdf] was based on a dozen focus groups conducted with swing voters in six states. (scientificamerican.com)
They are more like swing voters who have to be brought along with clear messages — preferably using images as well as words. (firstthings.com)