People argue that internal polls must be more accurate or campaigns wouldn’t spend millions on them. But that’s not quite right.
When a campaign buys an internal, the value is not in the top line prediction, it’s in the cross tabs. Am I struggling with a group, a region, an issue? So even if the top line is 7 points off, you’ve gained actionable insight. For us, in the news, we do some cursory cross tab dives, but the real value is the prediction.