The secrets of the pollsters

Host Sascha O'Sullivan delves into the secrets of the polling industry and asks — if the polls were wrong before, could they be wrong again?

David Cameron's former pollster Andrew Cooper tells Sascha how the Conservatives upstaged the polling industry in 2015 and pulled an unexpected election victory out of the bag.

Labour polling stalwart Stan Greenberg, who has run the numbers for Tony Blair, Bill Clinton, Nelson Mandela and Ed Miliband, explains what the other side of the 2015 campaign was like.

Tom Lubbock of JL Partners and Josh Williams of Labour Together explain why voter archetypes — from "Mondeo Man" to "Stevenage Woman" — are so beloved by the media ... and how they're actually useful for politicians seeking to win elections. Sascha also tags along to a series of focus groups — including with More in Common's Luke Tryl — to see how they really work.

And the New Statesman's associate political editor, Rachel Cunliffe, and pollster Scarlett Maguire explain how communicating polling can be twisted or over-egged — and why we really should be talking about more than just the top line. 

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