VIDEO30 March 2017
Nick Moon of Moonlight Research and Martin Boon of ICM Unlimited discuss the importance of understanding voters’ emotional engagement and of further educating media clients about polling.
In this interview, filmed at the Market Research Society’s annual conference, Impact 2017, Nick Moon of Moonlight Research and Martin Boon of ICM Unlimited offer their thoughts on the future of opinion polling.
They discuss, among other things, the importance of media clients doing a better job of expressing uncertainty around polling results, as well as the importance of understanding the emotional engagement that people have with the voting process.