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Tech Helps Opinion Researchers Work During the Pandemic — At a Cost

Political pollsters have leaned into technology to help gather data during the pandemic. In some cases, they may have found ways to help improve accuracy in polling, but for others the experience has created an added burden. This article looks at how survey researchers are adapting to a new way of doing business in the campaign industry.

Opinion researchers have leaned into technology to help gather data during the pandemic. In some cases, they may have found ways to help improve accuracy in polling, but for others the experience has created an added burden. 
Take Engagious, the focus group research firm famous for its dial testing, which has migrated exclusively to Zoom panels since the pandemic started. “It’s a tradeoff. On the plus side, I’m able ...

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