Research Resurgent!

It may seem an odd time to praise the research industry. After all, when it came to the two most significant public votes this year (the EU Referendum and the U.S. Presidential Election), the market research industry managed to call both wrong. It’s hardly that they were even multiple choice -- both were in effect yes/no questions. For several weeks back in June the British press was full of polls on whether we were staying or going. More recently my American friends were bombarded by polls and experts interpreting the polls on what the nation’s voters were thinking about the two very different options open to them. And in both cases most pollsters, and most experts were incorrect.