I, Pollster

Ticker

Monika Bauerlein,
CEO

Dear Reader,

The next few months are make-or-break for Mother Jones’ fundraising, and we need more online readers to pitch in than have been of late. In "It's Not a Crisis. This Is the New Normal," we take a level-headed look at the brutal economics of journalism, why investigative reporting like you get from us matters, and why we're optimistic we can grow our base of support in a big way—starting with hitting a huge $300,000 goal in just three weeks. Please learn more and donate if you can right now.

The next few months are make-or-break for Mother Jones’ fundraising. We need to raise $300,000 quickly, and we need more online readers to pitch in than have been. Please learn more in "It's Not a Crisis. This Is the New Normal," where we go into the brutal economics of journalism, and what makes Mother Jones unique and worth supporting if you can right now.

Fight disinformation: Sign up for the free Mother Jones Daily newsletter and follow the news that matters.

I missed this when it was first reported a few days ago, but it’s genuinely interesting news from the Rasmussen polling folks:

The pollster’s newest venture, Pulse Opinion Research, will allow anyone to commission a scientific, nationwide poll for the price of an IKEA sofa. Have a long-lasting feud about what America really thinks about a topic? Settle it for $600.

“Soon, anyone can go to the [Pulse] website, type in their credit card number, and run any poll that they wanted, with any language that they want,” said Rasmussen. “In effect, you will be able to do your own poll, and Rasmussen will provide the platform to ensure that the polling includes a representative national sample.”

….The birth of Pulse has roots in frequent requests for Rasmussen to do commissioned polling. Rasmussen Reports has historically turned down outside clients in order to preserve its independence. However, to capitalize on demand, Rasmussen decided to license his polling methodology to a separate firm, Pulse Opinion Research, which plans to launch its online services sometime in February.

The interesting part of this is the potential for quick, inexpensive polling on unusual topics. Want to find out whether a bold liberal pitch persuades more Americans to support healthcare reform than a more centrist appeal? Commission a couple of quick polls with your own pet ideas and find out.

And the dark side?¹ Well, if I’m rich enough to afford it, I could commission a dozen polls on the same subject and release only the one with the results most favorable to my cause. Even if the polls themselves are honestly done, you’re almost certain to get a swing of ten points or so just by random chance, and if you manipulate a few other factors you can probably do even better. The opportunities for mischief are legion.

On the flip side, the opportunities for swallowing your own spin are also legion once you head down that path. But I doubt that will stop many people. A new era in polling is upon us, folks.

¹One of them anyway. The other dark side is that this becomes a huge fad and we are all bombarded by robopolling calls on a daily basis. Soon we get so sick of it that no one will pick up the phone to talk to a pollster at all, and the entire industry is destroyed. That actually might not be so bad. Unfortunately, I don’t suppose it’s likely to happen.