Biography of a 21st-Century Pollster
BY Nick Judd | Monday, August 22 2011
The Democratic polling firm Public Policy Polling is one of a few entities to rise to prominence in data-driven politics.
PPP floated to the top tier of polling firms thanks to a tech-savvy approach of automated telephone polling balanced with unconventional sampling and questions. Talking Points Memo's Benjy Sarlin has an item today on the polling firm and how it mixes political science with the art of linkbait — picking provocative questions, some of which are plucked from suggestions on the firm's blog or from Twitter, to spice things up between polls on the popularity of governors or the viability of presidential candidates — to drive conversations about American politics. The whole item is worth reading, but here's some meat from towards the bottom. Quotes from PPP's Tom Jensen:
"When you want to understand how a Christine O'Donnell or Sharron Angle won a primary and ultimately killed their party's chances in the general, you look at these findings," he said ...
The type of questions also reflected PPP's emphasis on social media -- Jensen noted that they often put potential polling questions and even which states to survey up to an informal vote among their followers online. An eye-catching reader-generated question helps build loyalty for PPP's analysis. Suggestions for an upcoming poll in Iowa include how a third-party run by Trump or Ron Paul might affect the race, if Iowans would prefer a primary to a caucus, and how Obama would fare against John McCain in a do-over ...
Meanwhile, PPP's horserace polling is still their calling card and the ease of automated polling means they've been able to put out a torrent pace of results despite employing a staff of only half a dozen people.