VIDEO18 December 2015

YouGov CEO Stephan Shakespeare on the 2015 polls and what’s next for market research

Public Sector UK Video

A series of video interviews with industry leaders kicks off with YouGov’s co-founder and CEO. Interview by Bronwen Morgan.

In this short interview, Shakespeare discusses the pollsters’ failure to correctly predict the 2015 General Election, and the lessons learned from that. He also talks about past and future changes to market research, how shrinking research budgets and growing data budgets could impact the industry, and what he believes the gaps are in research agencies’ delivery to clients. 



1 Comment

8 years ago

To be honest, this is describing the reasons why prediction was not as accurate, but not really answering why... Why did they miss the representation of the younger and older and what would prevent from this type of shortcoming in the future?

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