Gaffe a bid to alter image by Fine Gael

Taoiseach Enda Kenny’s “no jargon” gaffe on the opening day of the campaign was the result of a botched attempt to counter a belief that Fine Gael is “aloof” and “too wonkish” in terms of policy.

The stark admission gives an illustration of how reliant Mr Kenny and Fine Gael are on focus group market research in the shaping of their message.

Senior party figures, speaking to the Irish Examiner, have acknowledged the damage done by Mr Kenny’s blunder, and said his comments were driven by trying to counter negative findings from focus group research.