Head or Heart – The Conflicts of Political Polling
Author Alexander Wheatley
Agency Lightspeed, London
The predictions people make about themselves in polls are not always correct and they are not always truthful.
A study showed that predictions can be shifted with even the slightest change of presentation, so to help respondents make an informed prediction, it is essential to be careful about the information they are given and how it is delivered.
Researchers should not rely on any one piece of evidence but should invest in a multi-method approach.