The Boston Globe's Michael Kranish has a detailed look at how and why Mitt Romney lost the November election: http://www.boston.com/news/politics/2012/president/2012/12/23/the-story-behind-mitt-romney-loss-the-presidential-campaign-president-obama/2QWkUB9pJgVIi1mAcIhQjL/story.html
What stands out is Romney's reluctance to engage with others at times, including his son Tagg saying his father was not eager to run for president.
Here's some of the piece:
"Romney’s inner circle of family and friends understood the candidate’s weakness all too well: He was a deeply private person, with an aversion to revealing too much of himself to the public. They worried that unless the candidate opened up, he would too easily be reduced to caricature, as a calculating man of astounding wealth, a man unable to relate to average folks, a man whose Mormon faith put him outside the mainstream.
"Romney’s eldest son, Tagg, drew up a list of 12 people whose lives had been helped by his father in ways that were publicly unknown but had been deeply personal and significant, such as assisting a dying teenager in writing a will or quietly helping families in financial need. Such compelling vignettes would have been welcome material in almost any other campaign. But Romney’s strategists worried that stressing his personal side would backfire, and a rift opened between some in Romney’s circle and his strategists that lasted until the convention. More than being reticent, Romney was at first far from sold on a second presidential run. Haunted by his 2008 loss, he initially told his family he would not do it. While candidates often try to portray themselves as reluctant, Tagg insisted his father’s stance was genuine.
“'He wanted to be president less than anyone I’ve met in my life. He had no desire to . . . run,” said Tagg, who worked with his mother, Ann, to persuade his father to seek the presidency. “If he could have found someone else to take his place . . . he would have been ecstatic to step aside. He is a very private person who loves his family deeply and wants to be with them, but he has deep faith in God and he loves his country, but he doesn’t love the attention.”'