To get inside the minds of the swing voters Morris brought lifestyle marketing into politics for the first time. He went to one of America's most prominent market research firms called Penn and Schoen and commissioned what they called a neuro-personality poll. It was a massive survey of hundreds of thousands of voters but the only political questions it asked were to find out if someone was a swing voter or not. All the other questions were intimate psychological ones designed to see whether swing voters fell into identifiable psychological types.