2 Responses

  1. Edward Appleton
    Edward Appleton at |

    Wow, so much detail here – for an issue that for most people is likely summarised in a few words – that “Market Research” got it wrong. Again. Do folk differentiate between polling and the various bits and bobs of commercial research, qual and quant? I doubt it. The visibiliy is immense – across the globe, reputationally it is potentially extremely damaging. Other than training journalists – a crowd seriously challenged by digital disruption and focusing on the short-term – other there other remedial activities proposed or already happening?

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  2. Satish Pai
    Satish Pai at |

    A few other observations
    * Trump spent close to 2 million $ on polls (and more on caps) – obviously he did benefit from this.
    * Some polls did predict Trump was the winner like LA Times did, and some analytics firms did but these were seen to be a fluke or the minority opinion
    * Professional research firms like Gallup have avoided doing Election Polls due to this nature of either being distorted/ misreporting and the error levels

    Most importantly what happens in business research and market research is very very different. It is very unlikely that with a tie in the results like Brexit or the US election polls showed, they might have suggested caution and a NO-GO decision.

    Polls are just one component of the vast area of market research, and does not do justice to the kind of contributions the industry has done globally to partners from marketing, advertising, trade, product development, social sectors etc. where the findings not only help in decision making but also in strategy and design

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