Look how many groups moved toward the GOP.

Surprising! It doesn't add up to a victory, but there are clues in there about how the GOP ought to change.

Here's another nice graphic, showing how groups break down by party. Looking at that, especially the breakdown between people who rate the economy as poor/people who rate the economy as not so good/people who rate the economy as excellent or good, I'd say Romney should have pounded away at how terrible the economy is. Obama got by with his "it's getting better" theme.