A post-poll survey of the National Election Study 2009 reveals that no single national leader managed to either catch the imagination of more than 20% of the respondents or drive voting preferences in the Lok Sabha election of 2009. The limited impact of the leadership factor in this election was not only seen in the lower intensity with which party supporters backed their projected leaders, but also in the perception of those who supported the Congress and Bharatiya Janata Party alliances. This points to the states and the leadership therein as crucial factors that determined the poll outcome. Data shows the issues that define and determine voter choice even in a parliamentary election are those relevant and specific to a particular state.