Frank Luntz: Romney hasn't made the case on his personality

Mitt Romney waves as he arrives in Portsmouth, N.H., Aug. 25, 2012.
Mitt Romney waves as he arrives in Portsmouth, N.H., Aug. 25, 2012.
AFP/Getty Images

(CBS News) Former Republican strategist Frank Luntz said on "CBS This Morning" Monday that Mitt Romney must demonstrate that he understands voters' problems and show how his business experience can solve them because he hasn't yet made the case on his personality.

On the eve of the Republican National Convention in Tampa, where Romney will be officially named the GOP's nominee for president, Luntz conducted a focus group with undecided voters in the Florida city. He discussed his findings with Charlie Rose.

"Mitt Romney has yet to make the case in terms of his own personality," said Luntz. "The sense is that Barack Obama understands you but can't necessarily solve your problems. Mitt Romney can solve your problems, but he doesn't quite understand you, and that's what the next 70 days is going to be about."

Special Section: Campaign 2012
Special Section: Republican Convention 2012
Mitt Romney's task in Tampa

During the convention, Luntz will be looking for Romney to demonstrate that he "understands and feels how the average American, the hardworking taxpayer, feels.

"If he demonstrates that he gets their problems, then he's going to get the bounce that he needs," Luntz said.

Luntz noted that both campaigns have focused on Romney's business experience and that the Romney campaign can use that to its advantage when Romney doesn't want to be "the candidate that feels."

"He has to explain why that experience is more likely to solve the unemployment problem and solve the spending problem than feeling your pain, so he has to prove that his record will have an impact in those first 100 days, and, Charlie, make no mistake, this is about the next generation, not just the next election, but people are hurting so badly that they want someone to do it now," said Luntz. "They don't want to wait."

Above, watch Frank Luntz's conversation with Charlie Rose in Tampa