The Times

Media risks drawing the wrong lessons from America’s polling fiasco

By | Lynton Crosby, News | No Comments

JB Priestley, the novelist and playwright, was being mischievous when he said that “public opinion polls are rather like children in a garden, digging things up all the time to see how they’re growing”. Of course, he was spinning a yarn but there is an element of truth to what he said because it is crucial to understand what polling is and what it isn’t. There is a consequence as to how polling is interpreted and the commentary and actions that follow.