In the constantly moving scene of political forecasting, very few things have been as critical as accuracy in polling. Both the stakes of the upcoming election and the odds of the outcome are of great importance, and people will be paying them a lot of attention over the next ten months. If social media conversations and news coverage about the primary were any indication, public opinion polls played very heavily in the general election discourse.
For this reason, it is important to understand which companies are the power players for public opinion polling in order to predict which of them will have the largest impact on the ongoing conversation leading up to the election. These three companies have proven themselves exemplary when it comes to using effective methodologies, showing consistently accurate results, and being transparent about their polling methods.
Gallup
Gallup was founded in 1935 and represents one of the most well-known polling companies globally. It conducts a wide range of public opinion polls related to politics, economics, and social issues. Gallup Daily is one rich source for understanding American public opinion over time. The confidence in its measure of public sentiment also partly rests in its long history and robust methodology. With the frequency of media, policy makers, and academic researchers citing Gallup’s polls, it is an influential source in setting the national agenda. Gallup is also global, offering insights into international attitudes and trends beyond those in the United States.
Pew Research Center
The Washington, D.C.–based Pew Research Center is a nonpartisan think tank providing in-depth research into many topics, from politics and media to technology and religion. Pew is known for its openness and rigorous design of research instruments, so the findings in its reports enjoy credibility among scholars and policymakers. There are no election-specific polls
reported by Pew, but instead, the company provides general insight into the pulse of public opinion and demographic trends. Many of the Pew Research Center’s studies are particularly useful for making sense of longer-term changes in public attitudes and behaviors, since many focus on the wider social and cultural environment. This is also reflected in their commitment to transparency: they make the data and methods from their studies publicly available to enable independent analysis and replication.
John Zogby Strategies
John Zogby Strategies, founded by John Zogby, is another organization known for its innovative approaches toward polling and correct predictions. John Zogby Strategies has won acclaim for pioneering online polling and using the latest technology to enhance its data collection methods. It surveys politics, businesses, and social trends by capturing public opinion through a mix of traditional and online methodologies. The insightful analyses devised by John Zogby have earned the company a distinguished place for the firm among major polling companies. John Zogby Strategies is also recognized for the capability to identify emerging trends and paradigm shifts in public sentiment long before they take shape. Its insights are relevant and actionable, because its operation focuses on specific answers for businesses, organizations, and politicians. This forward-thinking approach continues to enhance its reputation as the leader in the public opinion research field.
