Information and resources on polling

When the outcome of an election differs from polling predictions, the value of polls may be questioned. But polling is essential to give the population a voice.

Polling embargoes or a lack of polling can lead to an uninformed voting population. Reported poll results let people know how others feel about the country’s political parties, government policies, and current events. Election polls create a shared expectation of an election’s outcome. This is vital for a strong and stable democracy.

Recent issues with polling point to the continuing need for knowledge and training about polls – not just for those who conduct polls, but also for those who report on them.

This page includes a collection of ESOMAR resources that provides knowledge, training, information and guidelines on polls for journalists, policy makers and pollsters alike.

How polls work? Why they can be still trusted?

Featuring: Ben Page [Ipsos MORI]; Kathy Frankovic [Former Director of Surveys, CBS News & ESOMAR Professional Standards Committee Member]; Kim Smouter-Umans [ESOMAR]; Joke Ruwen-Stuursma [ESOMAR].

Podcast The Politics of Opinion Polling Listen
Blog (Research World) 2019 Was a Great Year for UK Polls (Ben Page) Link
ESOMAR ANA All of our papers, past and present, on Polling ANA
Report ESOMAR/WAPOR - Freedom to Conduct Opinion Polls Download
Paper (ESOMAR Congress 2017) Are We Getting Worse at Political Polling (J. Puleston) Download
Guideline ESOMAR/WAPOR Guideline on Opinion Polls and Published Surveys Link
Guideline ESOMAR FAQs on Opinion and Election Polls Download
Video (ESOMAR Congress 2018) The Death of Polls? Video
Webinar (August 2020) The Pollsters' Survival Kit in the World of Trump Webinar
Blog (Research World) All articles on Reseach World about polls Link
Report (WAPOR) Previous versions of the report on Freedom to Publish Opinion Polls Link
Article (WAPOR, September 2018) Freedom to Publish Public Opinion Research: The State of the World Link