Organizations of all sizes acknowledge the importance of consumer research. Multinational companies use advanced analytics and conduct large-scale studies to better understand their target market.

A growing share of polling is conducted with online opt-in samples. 1 This trend has raised some concern within the industry because, while low participation rates pose a challenge for all surveys, ...

Often divided into primary and secondary research, market research helps businesses identify key factors influencing their market, including the competitive landscape, target audience characteristics, ...

This study looks at how national public opinion polling in the United States changed from 2000 to 2022. It focuses on two aspects: the sample source(s) – that is, where the survey takers came from – ...