Abstract
How to understand the market is a fundamental issue in political marketing practice and study, not least because it informs decisions about all other marketing activities. At a base level, market analysis needs to be accurate and valuable if other marketing decisions are not to be taken on false grounds. But the real issue for politics lies in its influence on behaviour since it influences decision-making about policy, strategy and communication. This chapter will discuss the nature of the market itself, the importance of market analysis, methods of analysis (including polling, focus groups, quantitative and qualitative research, segmentation, voter profiling, targeting, get-out-the-vote (GOTV) activities, candidate or opposition research, predictive market analysis, global knowledge sharing and consultation), market analysis dissemination, consultants and clients, and the use of marketing analysis in political marketing.
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