Guideline on Opinion Polls and Published Surveys

Helping professionals conduct opinion polls and surveys ethically and professionally and boost trust and confidence among members of the public.

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Don't speak English?

Download the ESOMAR/WAPOR Guideline on Opinion Polls in Published Surveys in your language.

Making polls trustworthy

Opinion polls and published surveys can tell you about the mood of people. From voting intentions to current events, they are widely used to inform and support you to make decisions about your future.

Developed in partnership with the World Association for Public Opinion Research (WAPOR), the guideline sets the global standard.

It helps those running such projects conduct trustworthy polls, address technical aspects, and advise on publishing them in the best way possible. The guideline also underlines the rights of participants.

Inside this guideline

  • The ethical rules and core methodological principles that apply

  • The rights of participants

  • The key information to be made available to maintain transparency when results are published

  • Contractual standards for those commissioning polls to ensure that the published results are presented in an unbiased way

Don't speak English?

Our summary of the key requirements of the guideline can help you meet all the rules at a glance:

We're talking about it...

Learn how the world of polls is staying ahead of expectations and maintaining trust.

Hosted at WebSummit, leading pollsters speak about polling in the real world.

Hosted at the Insights Festival 2020, this session explored the state of polling in the United States.

A renowned international project team

The ESOMAR/WAPOR joint guideline was written by an international project team featuring some of the world's leading experts. Using the guideline ensures your compliance with globally accepted norms for carrying out such projects and securing public trust and confidence.

Kathleen Frankovic
ESOMAR Committee Member, Consultant at YouGov
Alejandro Moreno
Director, Public Opinion Polling Unit at Reforma
Christophe Jourdain
ESOMAR Individual Member, General Manager at Institut français d'opinion publique (IFOP)
Doug Rivers
Chief Scientist at YouGov, Professor of Political Science at Stanford University
Miroslawa Grabowska
Managing Director at CBOS Public Opinion Research Center, Professor at University of Warsaw
Nick Moon
Managing Director at Moonlight Research
Richard Hilmer
Managing Director at Infratest Dimap
Adam Phillips
ESOMAR Individual Member, Chief Executive Officer at AMSR - The Archive of Market and Social Research
Kathy Joe
ESOMAR Staff, Research World Editorial Consultant at ESOMAR

Don't wait!

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