… A team of distinguished researchers led by David Rothschild of Microsoft and Tobias Konitzer of Predictwise analyzed the relationship between survey responses to media usage questions used by pollsters and hard behavioral data about what people actually do, gleaned from their electronic devices.
Just as voter files offer hard evidence about whether someone did or did not cast a ballot, we have data from television set-top boxes, computers and mobile devices that tell us, with some certainty, what media people tune into and for how long.
These hard data completely undermine any claim to accuracy made by poll questions on media usage. CONT.
Mark Mellman (Mellman Group), The Hill