Matthew Hearn, Research on WARC, July 2018
Research by Ipsos shows that brands and advertising can profit from highly emotional events like the World Cup by creating strong links to the event, proving that context can make a big difference to the emotional response to advertising.
Robert A. Peterson, International Journal of Market Research, Vol. 60, No. 2, 2018, pp. 147-155
Many public opinion polls report a mythical margin of error. These reported margins of error are calculated on the basis of a nonexistent (fictitious) dichotomous poll question and are completely unrelated to the actual question responses in a poll.
John Aitchison, International Journal of Market Research, Vol. 60, No. 2, 2018, pp. 190-197
This article reports on differences observed when asking a simple polling question in a traditional way—that is, asking respondents for predictions about their own voting behavior versus asking respondents for predictions about a friend's voting behavior.
Stephen Whiteside, WARC Exclusive, November 2017
Political campaigns invest significant resources in attempts to persuade voters to pick one candidate over a competitor from a rival party, but the impact of these efforts appears to be negligible at best.
Marion Dumas, Mirta Galesic, Adélaïde Zulfikarpazic, Hervé Tranger, Richard Bordenave and Guillaume Inigo, ESOMAR, Congress, 2017
This paper discusses challenges facing political opinion polls with a particular focus on the 2017 French presidential election, drawing on various sources of voter data from that election as well as research into the influence of social bubbles and fake news on public opinion.
Jon Puleston, ESOMAR, Congress, 2017
This paper is a summary of analysis of an international database of over 30,000 polls from 473 elections between 1936 and 2017, to assess accuracy trends within opinion polling in light of recent criticism.
NEW YORK: Elections provide the forum where research and polling get the most exposure, and while flawed 2016 forecasts in the US and UK delivered powerful blows to the credibility of the practice, the main issue seems to be one of "pilot error".