Minority Verdict

Michael Ashcroft writes about the 2010 election.  It is a fascinating read from both political and marketing perspectives.  Obviously we know the result, a coalition government.  What is interesting is how The Conservative Party used clever direct marketing tools, database segmentation, and market segmentation to offer up the best chance of getting an overall majority.  It didn’t quite work, but they did come very close and the book explains why.  Clever segmentation can often be used to develop disproportionately high gains in market share and this is a great example of it working.

The book also shows the importance of getting the right message, in the right format, at the right time.

This book has inspired me to become more interested in the research aspects of marketing and this is something I hope to develop in 2012.

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