The 2010 election was the most partisan and polarized in recent American history. Political partisanship trumped all other factors in voters’ decisions, and a desire for change drove many voters to the polls. Voters were conflicted — wanting candidates with government experience and candidates they saw as outsiders able to implement change. In this guide, we take a closer look at voters’ complex views of women gubernatorial candidates in 2010. First, we review key traits shaping voters’ impressions and examine women’s newfound credibility on the economy. We then delve into the advantages and disadvantages of gender. Our voter spotlight looks at the preferences of younger women voters and independent voters. We also look ahead to the unique challenges presented by woman vs. woman races. Finally, we offer advice to campaign teams.