Industries & Professions /
Public Opinion Researchers
Public opinion researchers conduct interviews and gather data that accurately reflect public opinions. They do this so that decision makers in business and politics have a better idea of what people want on a wide range of issues. Public opinion is sometimes gauged by interviewing a small percentage of the population containing a variety of people who closely parallel the larger population in terms of age, race, income, and other factors. At other times, researchers interview people who represent a certain demographic group. Public opinion researchers may help a company implement a new marketing strategy or help a political candidate decide which campaign issues the public considers important.