Head or heart

Date of publication: September 22, 2016

Catalogue: Congress 2016: #WOW

Company: Kantar


In the world of market research there are few parties who come in for more scrutiny than political pollsters. With so much emotion riding on a clear outcome it is understandable that people pay attention. A large portion of market research essentially revolves around making a prediction and this is no more apparent than in political research. How to make good predictions has led us to the more specific question of how to predict an election. This presentation provides illustrations of the when, how and what of methods to best armour yourself to make such predictions.

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