What brands can learn from election polling failures

With polling experts blaming “unrepresentative” samples for polls failing to predict the Conservatives would win the 2015 general election, should brands be concerned that their own data could be skewed?

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Can brands trust polls after election failures?

David Burrows

Political polls have been wide of the mark in numerous elections around the world in the past 12 months, posing the question of whether surveys can be trusted any more, and if so, how brands can ensure market research results are relevant and reliable.