Age: 50
Occupation: Conservative pollster
Consultant and pollster Luntz has analyzed thousands of focus groups, mostly for conservative politicians. The insight derived from that research, including knowledge of the way words change opinions, has provided fodder for many of the most famous pieces of spin in recent political history, including the phrase death tax. Having already brought Republican presidential candidate Newt Gingrich to tears last December, Luntz will continue to influence — and even dictate — the conservative 2012 hopefuls' discussion this election season.