Irish voters look set to leave traditional party allegiance behind tomorrow, Friday, as they check out election literature content and a business background to help them decide their vote. Research carried out by Cork-based Call Management, one of Ireland’s leading market research and contact centres, found that a mere 15 per cent of Irish people will consider their traditional political party allegiance in this coming election.

Call Management carried out the nationwide survey earlier this week, asking respondents to indicate what criteria they consider most important when voting in the General Election on Friday 25 February. Figures show that 20 per cent of voters will look for a business background as a decider, when casting their vote. Having met candidates in person will be the most important criteria for 22 per cent of respondents, while 25 per cent will base their decision on election literature content. These findings are indicative of an issues-aware electorate. The turn away from traditional party allegiance supports this and could be a sign of a new era in Irish politics.

Despite a surge in groups favouring gender equality in the run up to this election, a mere three per cent of people asked, said that a candidate championing an enforced gender equality quota would influence their vote. Only three per cent said posters influenced them. Appearance fell short also, with only three per cent of respondents citing it as crucial decision-making criteria. Interestingly, ten per cent of people said that being asked for their vote by a candidate would be the strongest influencer on polling day.

Based at the Atrium, Blackpool Business Centre, Cork, Call Management has carried out numerous market research surveys over the last ten years. It has been commissioned by DHL, Subway, Chrysler Ireland and Seat Ireland to conduct research projects.

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