John Geraci joins us on this episode of Now that's Significant to talk about the alarming problem of trust in market research polls. As the President of Crux Research, as well as a career heavily focused on polling, John brings a wealth of knowledge to the challenge of declining trust in polls.

Throughout the podcast, we talk about:

- What led to John writing his book Poll-arized: Why Americans don't trust the polls.

- There are serious data quality issues across all types of survey research – not just the election polls.

- One of the biggest contributors for this historically low trust is all stems from low response rates.

- The industry's investment in methodology and technology has largely not gone towards improving respondent trust and response.

- Our sector's tendency to focus almost exclusively on sampling errors, when there are many more consequential errors to consider.

- And, ironically, how lack of trust in polls could actually lead to an increase in voter turnout.

Enjoy the show.