Public opinion research is important to gauge people's voting intentions and to understand responses to government policies or funding changes. Data from polling surveys are then used for additional analysis and research (i.e. to forecast election results, assess policy implications and determine funding implications). This information is primarily used by the media, political parties, government departments and research organisations. Public opinion research companies with a good track record in forecasting election results are able to leverage these reputations to increase branding levels.
Firms in this industry take surveys from a sample of the population and extrapolate the data to gauge public opinion. These opinion polls are used to estimate the voting intentions of a population at a point in time, forecast election results and determine overall community opinion regarding government policies or proposed government policies.
The report covers the scope, size, disposition and growth of the industry including the key sensitivities and success factors. Also included are five year industry forecast, growth rates and an analysis of the industry key players and their market shares.