I feel bad about writing this since my wife is a market researcher (and actually, a not-insignificant amount of the time, so am I). But among the many ramifications of today’s General Election result, one must surely be a bit of a crisis of confidence in research findings.
OK, political polling is difficult, and multi-party elections are particularly hard to call. But absolutely nobody got within a mile of forecasting a Conservative overall majority, even the polls that reported on the day of the election itself.
A point which every advertising agency creative, when on the receiving end of the customary research-debrief drubbing at the hands of the proverbial eight housewives in a focus group in Ruislip, will be keen to re-emphasise.