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Election polls are great content and useful for media stories. But using only surveys is a flawed approach in predicting what will happen and why. We don't lie when we respond to surveys but.... 1)Intentions - we have the best of intentions when we answer a question (Will you vote on election day?) but we don't always do what we say 2) We aim to please - we often say what you want to hear, instead of what we really think. We may say we would never...(vote for Brexit, Trump, Ford) depending on who we are speaking to...but voter results often tell a different story. In an increasingly polarised world this is an even bigger challenge 3) We change our minds - How we respond right now may not be how we feel after lunch, or tomorrow 4) We don't respond - fewer people answer their phones, their doors, their emails, so getting a meaningful survey sample is increasingly difficult

How did pollsters do in predicting the British election?

How did pollsters do in predicting the British election?

economist.com

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