Strategic political segmentation - a new approach for a new era of political marketing

This article begins by analysing developments in political segmentation over the last decade. Using an appropriate database and statistical approach, segments of the British electorate are identified. Conservative and Liberal Democrat segments are then analysed and issues affecting their likely electoral performance discussed. The Labour segments split into distinctive “old” and “new” Labour camps. As attitudes differ widely across these segments, the two most different segments are targeted for further analysis. The issues which most discriminate between these two Labour segments are highlighted and some suggestions forwarded on how policies might be positioned for these disparate segments. The article concludes by considering the stability of political segments over time. It also discusses the limits of strategic segmentation in politics and identifies further research opportunities.