Connecting with voters: how
business can learn from new thinking in
Deborah Mattinson &
Opinion Leader Research
This paper is based on the
simple yet radical premise that the corporate has become
the political. The emergence
of a more aggressive media and assertive public means
that political and business
leaders face similar challenges. As a result, companies
are now evaluated in much
the same way as politicians. In response, business must
adopt the permanent campaign
approach of contemporary politics. 'Consumers'
should be perceived as 'voters'.
The implications for
research are profound. Research plays a central role in modern
campaigns, and insights and
approaches from politics can inform the work of
researchers and planners in
other spheres. By learning from political research,
business can further meet
people's need for authenticity, respect and power.