This take sounds credible to me. In fact, I strongly suspect the same dynamic affects customer/market research more broadly, which only emphasises the need to test-and-learn to gain more credible market validation before scaling up investment and resource allocation.

>>
The theory is that the kind of people who answer polls are systematically different from the kind of people who refuse to answer polls — and that this has recently begun biasing the polls in a systematic way.

This challenges a core premise of polling, which is that you can use the responses of poll takers to infer the views of the population at large — and that if there are differences between poll takers and non-poll takers, they can be statistically “controlled” for by weighting according to race, education, gender, and so forth. (Weighting increases and decreases the importance of responses from particular groups in a poll to better match their share of the actual population.) If these two groups do differ systematically, that means the results are biased.
>>

#polls #consumerresearch #marketresearch #testandlearn #socialintelligence #researchdesign #marketanalysis #biases