It is amusing to hear political pundits ponder why certain elections do not pan out as the polls had projected.
Most thinking people just assume that survey and poll results are not exact. After all, it is well known that some people don’t answer poll questions truthfully, that moods and thinking shift quickly, that poll responders may not fully represent the voting public, and that not all poll reports are delivered accurately or completely.
But pundits who stick too close to poll results seem to ignore those qualifiers. They float around in their own orbit of poll-based predictions. Then, if proven wrong, down to earth they fall. It’s amusing, because they were so obviously off track.
Things are not so amusing, though, when insurance people are similarly undone by a product’s failure to match projections based on surveys and polls.
We take this topic up now, not only because the nation is being deluged with election polls, but also because the insurance and financial services industry is being deluged with polls and surveys of its own–ones related to financial products, services and planning.
These industry surveys are coming from just about everywhere–national research firms, financial research shops, company research units, consulting firms, retail and trade publishers, and more. Several arrived here just this week, with more on the way.
Truth be told, I read the results with great interest. Perhaps you do too. It’s interesting to learn what other people are thinking, right?
I not only read them, I save them, compare them, assess them, talk with experts about them and, yes, write about them. This has led me to reach several conclusions about using poll and survey results in the development and marketing of insurance and financial products.
A few of these conclusions follow.