His findings are in this report (PDF) which I haven't read yet. I just thought some of you might want a head start reading it.
But Luntz pulled out the following "Ten Commandments" for 2008 Dems:
TEN COMMANDMENTS FOR 2008 DEMOCRATS
1. Don't feel my pain - give me something to alleviate it. Democrats don't want to be told what's wrong with America. They want to be told what you plan to do about it. They're not looking for the diagnosis - they know what ails them. They want the cure. The candidate most focused on "solutions" will have the advantage.
2. Leave Bush out of it. We know why we don't like him. Tell us why we should like you instead. They hear enough Bush-bashing and engage in it themselves. They assume all the Democratic candidates feel as they do: it's time for a change. They're looking for the candidate that articulates the answer to the specific problem Bush created.
3. What would Jesus do? Tell me what YOU would do and leave Jesus out of it. The time for a conversation about faith and spirituality is in the general election, not the primaries. Democrats don't want to hear about your church. If they really cared, they'd be Republicans.
4. Don't tell me what's wrong with America unless you can tell me what you're going to do to make it right. A litany of all that has gone wrong in the past five years is telling them what they already know. The candidate who tells them what they plan to do about it will win their support.
5. Tell me something new. Tell me something I don't already know. It may sound like a Gary Hart-esque approach but Democrats are really looking for a nominee with new ideas, someone with an innovative approach. Been there, done that won't sell in 2008.
6. Be a Deficit Democrat. Every time a Democratic candidate talked about ending wasteful spending and tackling the deficit, the dials spiked up, as did the approval. In the arena of deficit spending, there really isn't much difference between Democrats and Republicans.
7. The 2008 Agenda: education, healthcare, prescription drugs, energy independence. The war in Iraq may grab the headlines and the attention, but Democrats are much more focused on concerns right here at home. `Bring the troops home,' they complained. Tell us what you're going to do to improve our quality of life right here in America.
8. The 2008 Attributes: intelligence, competence, accountability, getting things done, passion, honesty and being ethical. Attributes matter, as does style. The 2008 contest is not just about the issues. It's also about who the candidates are and what they are truly about. Smart is in. Accountability and integrity are necessities. And passion - yes passion - is a prerequisite.
9. You are the message. Watch the negativity. Democrats want hope. Beating up on Republicans will generate applause, but it doesn't generate votes. The candidates focused on the future will have a significant advantage. The candidate that generates the most hope in a better future will win the nomination.
10. Winning is everything. And the only thing. As in 2004, Democrats want to win. Unlike 2004, they REALLY want to win. No candidate will secure the nomination whom they fear will lose to the Republican nominee. Electability is going to play a major role in 2008.
I have an inherent distrust of focus groups, but take this as you may. I'm sure it has its nuggets. Especially the part about "passion". That's what I'm looking for. Passion.
Of course, the line between "passion" and "angry" is a thin line indeed, especially with a hostile conservative-controlled media setting the terms of the debate.