Political Marketing Alchemy: The State of Opinion Research

Public opinion research has been criticized for failing to predict important outcomes, but corporations, the media, interest groups, and politicians still rely heavily on it. This book examines the status of market intelligence and how changes in media polling, commercial public opinion research, and political polling are pushing it into a new phase of development. It suggests that market intelligence is moving towards market surveillance and is on the verge of a major transformation.

Format: Paperback / softback
Length: 101 pages
Publication date: 18 August 2021
Publisher: Springer Nature Switzerland AG

Over the past few years, public opinion research has faced significant criticism for its inability to accurately predict a series of significant global outcomes. Consequently, polls are now widely regarded as unreliable, with some even suggesting that they can be manipulated for ulterior purposes. Despite this, corporations, the media, interest groups, and politicians continue to heavily rely on these surveys for guidance and strategic insights.

The purpose of this book is to explore the current state of market intelligence in practice and how changes in its various contributing streams, such as media polling, commercial public opinion research, and political polling, are propelling market intelligence into a new phase of development. The book suggests that we are entering a new era where market intelligence will resemble market surveillance, and this field is poised for a significant transformation.

In recent years, there has been a growing recognition of the limitations of traditional polling methods. One of the primary criticisms is that they rely on a limited sample size, which can result in inaccurate representations of the broader population. Additionally, the use of self-selected samples, which may be biased towards certain demographics or political viewpoints, can further skew the results.

To address these concerns, many organizations are turning to new technologies and data sources to gather and analyze market intelligence. For example, social media analytics and big data analysis are being used to track consumer sentiment and behavior, providing valuable insights into market trends and consumer preferences.

Another area of growth in market intelligence is the use of artificial intelligence and machine learning algorithms. These technologies can analyze large amounts of data and identify patterns and trends that may be difficult for humans to detect. This can help organizations make more informed decisions and develop more effective marketing strategies.

Despite these advancements, there are still challenges to be addressed in the field of market intelligence. One of the biggest challenges is the need for transparency and accountability. Organizations must be transparent about their data sources and methodology, and they must be willing to stand behind their findings. Additionally, there must be mechanisms in place to ensure that the data is accurate and reliable, and that it is not manipulated for ulterior purposes.

Another challenge is the growing competition for attention and resources in the market intelligence industry. With so many organizations vying for market share, it can be difficult for smaller organizations to compete. Additionally, the rise of fake news and misinformation can further complicate the process of gathering and analyzing market intelligence, as it can lead to inaccurate conclusions and misinformed decision-making.

In conclusion, public opinion research has faced significant criticism over the last few years for its inability to accurately predict important global outcomes. However, there are still opportunities for market intelligence to evolve and grow. By embracing new technologies and data sources, and by prioritizing transparency and accountability, organizations can gain valuable insights into the market and develop more effective marketing strategies. Despite the challenges, the future of market intelligence looks bright, and it will be interesting to see how this field continues to develop in the years to come.

Weight: 163g
Dimension: 210 x 148 (mm)
ISBN-13: 9783030537159
Edition number: 1st ed. 2021