The following is our proprietary analysis of the first presidential debate between President Barack Obama and Governor Mitt Romney from October 3, 2012. We have analyzed voice, video, and semantic content data extracted from video of the debate using over 30 metrics with proven significance to public presentation impact. The results of this effort are presented in the context of relevant industry norms to yield our overall assessment results that follow.

1. TM
Presidential Debate Analytics
October 15, 2012
© 2012 Quantified Impressions, LLC

2. Introduction
Presidential Debate Analytics
The following is our proprietary analysis of the first presidential debate between President
Barack Obama and Governor Mitt Romney from October 3, 2012.
We have analyzed voice, video, and semantic content data extracted from video of the debate
using over 30 metrics with proven significance to public presentation impact. The results of this
effort are presented in the context of relevant industry norms to yield our overall assessment
results that follow.
Who We Are
Quantified Impressions has developed the first objective analytics platform to evaluate personal
communication presence and effectiveness. Our approach is based on a proprietary (patent
pending) assessment method – developed at the Kellogg School of Management at
Northwestern University – that includes both panel reviews and exclusive technology tools.
We serve senior executives, political leaders, spokespeople, professionals, and enterprises
across the industry spectrum with performance insight through extensive research, innovative
technology, database norming, and application of statistical algorithms.
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3. Vocal Pace Analysis
Research demonstrates that words per minute measures the range that people can comfortably
hear and vocalize. Audiobooks are recommended to be 150‐160 words per minute, and adults can
listen with full comprehension at up to 300 words per minute. From this analysis, one can see that
President Obama used more time but Governor Romney said more.
Barack Obama Mitt Romney
Speaking Time Word Count Speaking Time Word Count
42:40 7,350 38:14 7,891
52.7% 48.2% 47.3% 51.8%
Words Per Minute Words Per Minute
172 206
(versus our norm of 150‐170 wpm) (versus our norm of 150‐170 wpm)
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4. Audience Comprehension Analysis
Research shows that Flesch‐Kincaid grade levels(1) indicate comprehension difficulty. Lower grade
levels indicate material that is easier to comprehend. The target level for spoken dialogue is 4.0 to
6.0, the target level for magazines and newspapers is 8.0‐12.0, and the target level for academic
and scientific text is 10.0 to 14.0. Our research demonstrates that presentation audiences prefer a
grade level of 6.5
Barack Obama Mitt Romney
Flesch‐Kincaid Grade Level Flesch‐Kincaid Grade Level
9.4* 6.9*
(versus our norm of 6.5) (versus our norm of 6.5)
(1) Flesch‐Kincaid Grade Level calculated by: 0.369*(total words/total sentences)+11.8*(total syllables/total words)‐15.5
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5. Content Analysis
Communications marketing research shows that word repetition contributes to audience recall
and the average person needs to hear a message at least seven different times before it begins to
sink into their consciousness
Barack Obama Mitt Romney
Word Repetition Word Repetition
1. Governor (47 mentions) 1. People (68 mentions)
2. Romney (34 mentions) 2. Get Going (49 mentions)
3. Insurance (25 mentions) 3. Tax (38 mentions)
4. Think (25 mentions) 4. Plan (34 mentions)
5. People (25 mentions) 5. Government (31 mentions)
6. Tax (21 mentions) 6. Medicare (28 mentions)
7. Medicare (19 mentions) 7. President (26 mentions)
8. Plan (19 mentions) 8. America (22 mentions)
9. Money (18 mentions) 9. Jobs (21 mentions)
10. Health (17 mentions) 10. Work (20 mentions)
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6. Pitch Analysis
Research(1) shows that men and women with lower‐pitched voices may be more successful in
obtaining positions of leadership and higher tonal amplitude demonstrates increased vocal energy.
Governor Romney exhibited a lower pitch and more tonal amplitude at the debate than President
Obama.
Barack Obama Mitt Romney
Average Pitch Tonal Amplitude Average Pitch Tonal Amplitude
145 Hz 1500 Hz 120 Hz 1600 Hz
(1) Klofstad, Anderson and Peters. Sounds like a winner: voice pitch influences perception of leadership capacity in both men and women. The Royal Society.
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7. QI Score Analysis
Our Panel of Communications Experts provided an Impact Score that measures the candidate’s
ability to influence his target audience. They also provided a Communications Assessment
measuring his communications abilities, likeability, credibility, and leadership according to our 4V
methodology
Barack Obama Mitt Romney
Impact Communications Impact Communications
Score Score Score Score
96 69 97 80
4V Communications Score Assessment
85% 83%
80%
78% 70% 67% 74%
66%
67%
65%
63% 62%
Vitals Verbal Voice Visual
Romney Obama QI Database Average
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8. Benchmarking Analysis
A cross‐section comparative analysis showing the candidate’s impact and communication
scores against our benchmark and his peers. Both candidates at the top of our scale. However,
Governor Romney had a higher communications score.
100.0
Mitt
Romney
80.0
Top 5%
Presenter
Communications Score
60.0 Average TED Barack
Average Presenter Obama
Professional
QI Database Spokesperson
40.0 Bottom 5% Average
Presenter
20.0
0.0
0.0 20.0 40.0 60.0 80.0 100.0
Impact Score
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9. For further information, please contact:
Noah Zandan, President
info@quantifiedimpressions.com
Austin | Texas