ABSTRACT
Market intelligence is the key to political marketing. Without knowing what the market is, how it behaves and what it wants, politicians cannot make informed decisions about how to respond to it. This chapter will examine how candidates, political parties and governments use market intelligence, including how the market is identified, segmented and profiled; understanding market demands; policy and opposition research; and intelligence as a form of consultation. It will also discuss practical and democratic issues with conducting market intelligence.
