Public Opinion

Types of polls

Opinion, benchmark, tracking, exit, push

Opinion poll

Standard survey to gauge public sentiment on a specific issue, topic, or candidate, understand what a large group of people think about a particular subject

Benchmark poll

First poll conducted at beginning of a campaign, provide a baseline understanding of public perceptions, strengths, weaknesses, and support for a candidate before major campaigning ideas

Tracking poll

Series of continuous surveys that track changes in opinion over time, monitor shifts in public opinion to see if a campaign’s message’s effective

Exit poll

Poll conducted in person with voters as they leave polling places, provide early insights how different demographics voted and what factors influenced their decisions

Push poll

Poll that uses biased or leading questions to sway the opinion of person being polled, influence public opinion in favor of a specific candidate or viewpoint, rather than to gather objective data