Political marketing has a significant role for political parties and political candidates and includes a number of tools and techniques that serve to understand the political market, more efficient and quality communication, creating a better image and more. Market research is the starting point of political marketing because the information and data obtained by analyzing the market are essential for further political decisions. The mass media, as a determinant of political marketing, has an important role in transmitting information and connecting voters and political entities. There are also alternative types of mass media that include web content, which enables the growing political participation of voters in politics and a change in the way of communication. Market policy research is performed using qualitative and quantitative methods that complement each other in their advantages and disadvantages. Political market research in the Republic of Croatia is conditioned and determined by the characteristics of the political and economic organization of the state itself. Social networks have influenced the increase of political participation of young people in the Republic of Croatia, which indicates the power and influence of social media as a source of political content. The aim of this paper is to describe the importance of collecting and analyzing information and data through political market research. The goal of this research is to determine the characteristics of political market research in the Republic of Croatia.