Lord Ashcroft defends polling industrypublished at 14.37
Lord Ashcroft has defended the polling industry in the wake of a report exposing failures in its sampling of voters in the run-up to the election - which led pollsters to incorrectly predict a virtual dead-heat between the Conservatives and Labour.
Writing in Conservative Home, external, the former Tory treasurer turned pollster says the report's findings give the industry plenty to think about - and it needs to address the weaknesses identified.
But he says polls undeniably play a key role in political debate and in informing the parties' priorities.
Quote MessagePolling is valuable as a reality check, helping politicians to understand what people really think and avoid making false assumptions about why they lost, or indeed won. It can remind them that their own priorities may not match those of the voters, and that the language they use and the way they conduct themselves can easily put people off.
Quote MessagePolling is the worst way there is of measuring public opinion, apart from all the other ways. That is why it matters that pollsters are trying to put things right, and are being seen to do so."