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The Aftermath of the 2016 Presidential Election: Where Polls Went Wrong

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2016 is a year that has been marked with two major elections—the European Referendum in the United Kingdom and the Presidential Election in the United States—and in both instances, much of the public was shocked by the outcome as polls were unable to provide an accurate picture of the political landscapes in each country.

Such unexpected results have led to much debate and discussion around the ability of market research to generate accurate insight—both in terms of elections but also for our clients, who are made up of the products, services and brands of the world.

Our very own Zoe Dowling, Ryan Baum and Steve August, as well as fellow qualitative colleague Nikki Lavoie of MindSpark Research International, reflect what they perceive as the missing link between the public and the polls that seem to get them so wrong.

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