Speaking at today’s Value of Journalism conference (#VOJ10), Sir Robert Worcester, founder of polling organisation IPSOS MORI shared some valuable tips for journalists reporting on political polls:
- Watch the share, not the lead
- Watch the fieldwork dates
- Watch what’s happening: “Watch how the media expresses scepticism of the polls and how they act as if they are gospel.”
And finally: when a politican tells you that they don’t pay any attention to the polls – they’re lying.
Follow the Value of Journalism conference live via our liveblog.