Political market research involves a wide range of qualitative and quantitative, formal and informal methods for candidates, parties and governments to understand the nature of the political marketplace. Such market research is used to understand the attitudes, behaviour, needs and wants of the public and other key stakeholders and then inform decisions about strategy, creation of the brand, policies, internal political marketing within organisations, and communication of positions with the view to inform, educate, persuade, change and reinforce existing views. Political market research (PMR) includes quantitative forms of research such as polling, surveys, segmentation (including voter profiling), big data (analytical and experimental marketing); and qualitative forms such as focus groups, co-creation and deliberative research; opposition, candidate and policy research; and informal tools including global knowledge transfer and use of public records and data.