Lake-Snell-Perry-Mermin Associates (LSPMA) is a decision research firm that works on behalf of clients to determine what different segments of the population believe and feel about issues of interest to the clients. A third of LSPMA's work is for political candidates, another third is work for progressive issues organizations, and the remaining third is work for foundations and major institutions. LSPMA uses telephone polls, online polls, and in-person and online focus groups to collect data and to identify population (or audience) segments. Audience segmentation enables an LSPMA client to identify groups of people who are supportive of its issue(s) or cause(s), groups who can be converted to being supportive, and groups who will never be supportive. A client can then target its resources toward connecting with and persuading those segments that are likely to be the most receptive to the client's message. The research enables the dividing of the audience into segments; once segments are identified, they are tracked in future decision research. Although audience segmentation can be useful, it can make the population seem more divided than it actually is.

Video Discussion Questions
1. Why do political organizations need marketing research conducted by LSPMA?
2. What is the relationship between marketing research conducted by LSPMA and identifying the needs and wants of specific market segments?
3. Why would a business rely on a marketing research firm that is heavily into political polling?