Polling Is Doubling Down

The nation’s top media organizations are not pulling back on polling. They are intensifying their efforts with more polling, new methods and more analysis.

The Donald Trump presidency, the rise of populism, the surge of nationalism, the realignment of parties and collapse of the political center has increased public interest and viewers and subscribers.

Pollsters are making some shifts in vendors and adding new methods. Their general goal is to gather more data with more varied methods – phone (landline and cell), online, probability, non-probability. The answer to the charge of “fake polls” is not less, but better and more. As CBS polling director Anthony Salvanto said, “There’s an interest in what people are thinking. We believe people want to understand how public opinion is shifting in these times.” Hang on, 2017 and 2018 will be very big polling years.

Read Politico: News outlets aim to bolster polling amid charges of “fake news”