The long-awaited postmortem into what wrong with the opinion polls in last year’s general election is published on Tuesday, and it points the finger at the pollsters’ failure to reach enough Conservative voters.
Patrick Sturgis, a professor of research methodology at Southampton University, who has headed a team of nine experts undertaking an independent review for the British Polling Council, said that “the emerging upshot is that the companies are going to have to be more imaginative and proactive in making contact with – and giving additional weight to – those sorts of respondents that they failed to reach in adequate numbers in 2015.” CONT.
Tom Clark, Guardian