In the waning days of this presidential race, swing states aren't the only key demographics getting attention from the campaigns as both candidates work to court undecided women voters.
The focus begs the question: What matters to women? Are their goals different from men? Whoever answers that question may be the one that wins the White House.
So what do the candidates think women want? Romney continues to hammer away at the pocketbook issues he believes are matter most to women.
Yet, a new USA Today/Gallup survey show abortion is actually the No. 1 issue for 39 percent of women, followed by jobs and health care. Men put jobs and the economy at their top priority, with the deficit following next.
That may be why Romney is now spending $7 million on a new ad campaign to explain his stance on contraception and abortion; however, political science professor Kathryn Pearson says the women's vote is more complicated than a single issue.
"Research has shown gender difference in voting has to do with the perception of the role of government," she said.
There's no doubt that perception matters, which is why Romney's "binders full of women' remark has taken on a life of its own.
Meanwhile, President Barack Obama has been stressing his support of the Lilly Ledbetter Fair Pay Act and the Affordable Care Act, which bars insurance companies from charging women more. He also wore a pink bracelet for breast cancer awareness while campaigning in Iowa.