Opinion Polls: Why They Remain the Reference

The last year has seen opinion and election polling subjected to both criticism and praise. Here we review the evidence, looking particularly at recent experiences in the US, UK, France and the Netherlands.

Political and election polling is a tough business. In this paper, Ipsos discusses why the debate however is not about opposing pollsters as supporters of “traditional methods” on one side and social media or Big Data analysts as promoters of “new methods” on the other side. It is about implementing the right method combined with a responsible attitude towards citizens and media.

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The author(s)

  • Henri Wallard
    Deputy Chief Executive Officer, France

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