Abstract:

Within the framework of theoretical and methodological reflection about the discussion group, this paper describes how qualitative research was used in the campaign of Vicente Fox, the new President of Mexico. Qualitative research provided the presidential campaign team, coordinated by Francisco Ortiz, with the necessary tools to be in effective contact with voters. This contact made it possible to design effective messages and to understand the opinions, needs, fear, motivations, wishes and expectations of the Mexican people in order to generate concrete recommendations of political communication.