The ‘blue wave’ that many pundits predicted would come in the early hours of November 4th did not immediately materialise. But does this mean that pollsters were the undisputed losers of the 2020 US election? In this episode, our host Eleanor Cavill is joined by two of Kekst CNC’s Senior Advisers, James Johnson and Tom Lubbock. Having conducted focus groups with US voters ahead of the election, James and Tom have a unique appreciation of just how difficult it is to predict the voting behaviours of the American public. But why is it that the polls consistently underestimate the appeal of the Republican party? What does this mean for the future of the polling industry? And what needs to change ahead of 2024?