Imagine you work for this company and are proposing a new research project to a prospective client, a political candidate. What are the advantages of segmenting potential voters? How will identifying and understanding potential segments help the candidate ultimately win?

Lake, Snell, Perry, and Mermin and Associates is a marketing research company that uses both research to profile and segment various groups in the U.S. population. The company helps its clients to understand and better appeal to these various groups. Clients are typically political candidates, non-profit foundations, and public interest groups.