In this interview, Peter Urwin considers the ‘collective failures’ suffered by the polling industry in recent years; from their inability to predict the 2015 British general election outcome, to Brexit, to Trump. Joining him is Professor Patrick Sturgis, who discusses findings from his chairing of the British Polling Council/Market Research Society Inquiry into the 2015 General Election Polls; and in his role as Specialist Advisor to the House of Lords Select Committee on Political Polling and Digital Media. They explore whether the same mistakes are being made by Pollsters across these different ‘failures', and whether it is getting harder to predict outcomes. Plus, they ask whether analysis of social media presents an opportunity to help capture voter sentiment – or is the media industry part of the problem?
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