Perception management in politics is referred to as "political marketing strategy", or "strategic political marketing". It originated from traditional business marketing strategies applied to politics, largely for the purpose of winning elections. Political parties and actors can choose between two fundamental methods: leading the market or following the market. Leading the market involves fulfilling underlying demands of principle, and a political actor would essentially assume the position of one who leads on their own ideas and principles. Following the market entails the political actor's reliance on research such as public opinion surveys and adoption of those principles and ideas held by the majority of the people who the political actor wishes to influence.