Martin O’Shannessy, Newspoll CEO on the 2013 election

by Martin O’Shannessy


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A note from Martin O’Shannessy, Newspoll CEO on the 2013 election


Newspoll produced a beautiful set of numbers for the election, one of our most accurate ever. The table here shows the progressive count of the AEC to the numbers we published in The Australian on election day.

It might surprise some readers to know that this result was achieved using landline telephone numbers. Given the number of competitors criticising landline telephone as a survey medium, how can the Newspoll numbers be so accurate? The simple answer is that most of the criticisms of this method are simply untrue or overstated. Landline is still the most accurate and effective quantitative data collection method. No other method gives the same combination of inclusiveness and geographic accuracy.

While I have your attention, could I urge you to look into our new corporate brochure – it outlines the other 90% of what we do, market research and strategy for a broad range of business, media and government clients.

If you have a consumer, corporate affairs or opinion issue you’d like to think through it won’t hurt to give me a call on 02 9921 1000 because it costs nothing to kick around an idea.

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