The Problem with Polls: How can you predict behaviour in today’s fragmented society?

In recent years polls have become increasingly ineffective at predicting the views of the populace. YouGov admitted that “We were, like most people, surprised at the outcome of the 2016 U.S. elections.” Part of the problem are the antiquated methodologies used; they suffer from biases in sample selection, over-generalisations, and in an age of big […]