Abstract

Market research is a crucial part of political marketing, but is commonly thought of in terms of standard tools such as polls and focus groups. This chapter explores a more innovative method, co-creation, which uses a range of techniques that involve the user, or voter, in creating the solution to the problem, rather than simply voicing their demands and issues. This is more realistic because so many of our desires emerge and take shape as we become more fully aware of both external circumstances and inner motives.