Partipolitisk segmentering

Sammanfattning

The purpose of this thesis was to gain an understanding of how Swedish

political parties gain knowledge of their voters. The assumptions taken in

the thesis were that political parties are using same methods as businesses

do to find interesting segments. To attain insight into the purpose of the

thesis, two research questions were formulated: how are Swedish political

parties obtaining insights in who their potential voters are? With the

second question, an attempt is made to answer how the very same parties are

using their knowledge about their voter segments. To find answers to those

questions, personal interviews were performed with seven political parties.

The results indicated that the political parties were using ways to segment

their voters to enable a better contact with them. The differences from

theory were derived from the assumption that political parties were driven

by a thought or idea witch differentiate them from businesses that are

striving for profit.