Posts Tagged ‘election’



November 5, 2018

Monday Morning Quarterback Marketing Digest. Tomorrow is a special day, we all get to vote! So, I want to suspend my usual blog and encourage everyone to vote! And don’t let polls influence you. You simply can’t trust polls, but you can trust voters. Here’s a few things you should know about polls:

• Polls are a snapshot in time – the way people feel at that particular moment. Things can change quickly – in fact, they can change within minutes before voting.

• Randomness is the key to polling and it is not easy. Are you getting a good sample? Today, that is very tough. A lot of younger people are rarely at home. Few people have land lines anymore. Plus, people are wary of callers who may be trying to sell them something. Our experience shows that only 10-20% of people will now respond to phone surveys. That is why we and others are using more online panels (like our Survey for Good).

• Respondents tend to think of a poll as a quiz. So, they want to give the right answer. They want to support social norms. For example, back in 2012, Gallup asks people if they would vote for a well-qualified candidate for President who happens to be a woman, 95% said yes. But would they? What the poll actually revealed was that people know what the social norms are: don’t endorse prejudice. In the same poll, 68% said they would vote for a gay or lesbian.

Yes, polling can be tricky. That’s why people ask for our help all the time.

One last thought, newspaper media endorsement (newspapers, TV, radio) usually don’t change people’s vote. According to research, they reinforce the opinions you have for a candidate or measure.

Have a great week and vote! Then, on Wednesday, be kind and gracious to others – no matter who won. If you voted, you showed up and that makes you special.