Election polling is unlike any other kind of public opinion research, because you can measure your work against a known result – the actual tally of ballots cast. It means that when The Associated Press debuted AP VoteCast in the 2018 midterm elections, we’d know by the end of Election Day if our replacement for the in-person exit poll was a success.
The vote count showed, without a doubt, that VoteCast is the new standard in election research. …
You can read more about AP VoteCast’s performance in the 2018 midterm elections in this report from NORC, including a review of our data collection efforts and how we confirmed –- using state voter files -– our survey successfully reached and classified people who did, and did not, cast a ballot. CONT.
David Scott, Associated Press