People aged between 18-35 year-old all recognised the political party logos, but most still struggle to describe what each party represents, despite the May election being just three weeks away, in contrast to well-known brands that the audience found much easier to define. The BNP logo provoked the most extreme responses. When asked what the logo stood for one member responded "I hate them, ignorance, they're bigots". The recently introduced Conservative logo thoroughly confused one respondent while Labour was described by one member of the public as "The party in Government at the moment, they've kind of messed it up a little bit". All of those asked said they would be voting in the upcoming General Election, but most admitted they needed to learn more about what each party stands for. The general census was that this would not be an easy task and that marketing campaigns for each of the parties were sometimes untrustworthy. In contrast, responses to popular brand images, including Apple, Nike and Channel 4 proved far easier to define.
This vox-pop was conducted by The Lounge, a strategic marketing agency specialising in fully integrated marketing to the under 35s.