Lovebrands

Looking back to the rise of online panels may be illustrative in charting the path of synthetic respondents

In 2016, the political polling industry was hit by a humiliation from which it still has not recovered. All the predictions were wrong: Donald Trump, not Hillary Clinton, was heading to the White House, and trust in polling plummeted.

It seems as if researchers have come to a consensus on the “right” amount of confidence to have in all studies and for all business questions: 95%.

There’s so much jargony, and empty noise in marketing. And most large corporates have their own suite of impenetrable acronyms to complicate matters further.