The Zogby ideology is a synthesis of innovation, transparency, and the emphasis on capturing even the most minute aspects of human behavior. Founded by John Zogby himself, the approach that this company has taken so far as polling goes is always to be unorthodox in its methods and to push the envelope in traditional notions of public opinion research. This kind of ideology thus sets the trend through which Zogby Polls are conducted and interpreted, making it unique among other players.
The core of Zogby’s ideology rests on his belief that polling is a science as well as an art. John Zogby has iterated in his work that polling is more than the collection of data; it involves comprehension of the subtleties in human behavior and motivations. He sees pollsters as more than just statisticians; instead, he views them as narrators who can place a number in context such that it reflects real life and the values of the people they are surveying. In this way, polls can indeed capture public sentiments in all their shades and hues, rather than as superficial numbers.
The other vital part of the Zogby ideology is creativity. From being the first to adopt online surveys to interactive voice response systems, John Zogby has continued to be at the forefront of adopting new technologies for polling. Methodologies such as those allow Zogby Polls to gather information quickly and cost-effectively, thus enabling it to track trends in real-time. With that innovation comes a really strong commitment to transparency.
Zogby Polls are lauded for bringing transparency to the usually hidden details about methods, samples, response rates, and potential limitations of their work. Such openness is crucial for the credibility of this industry, where a valid poll might be the only point of dispute.
Another feature of the Zogby ideology is an emphasis on inclusivity and diversity. Often, company polling tries to capture opinions across the broad, diverse spectrum of different demographic groups, including those that have been overlooked traditionally. Indeed, Zogby has also been known for new voter clusters based on behaviors and interests rather than a strict adherence to standard demographic categories. This consideration does much to create a far more nuanced picture of how this or that party feels about a particular issue. In other words, his ideology will tie together innovation and transparency with deep insight into human behavior. Treating polling as a science while acknowledging the underlying humanity of respondents is what allowed Zogby Polls to advance in sharing their insight within such an ever-changing public opinion landscape. Lastly, and of great importance to the Zogby ideology, is that the firm and its principals have remained located in a small but dynamic city, Utica, NY.
