Floyd Ciruli: When I first started in the 1970s, we were still talking to people in person with clipboards in hand. We were starting to phase that out in favor of phone calls. From the 1970s to the early 2000s we conducted polls over landline phones. And in the early 2000s, we started to switch to cell phones. Nowadays, 95% of our survey calls are targeting people’s cell phones. But increasingly people don’t answer their phones as much as they used to. And it’s expensive and time-consuming.
So today, about half of the polls you read about are conducted through online panels. Some of them are opt-in panels where we reward people for joining (e.g. through a small monetary reward). Other panels – the best ones - actually survey people and get them to join the panel. The nice thing about a panel poll is there’s maybe a thousand people on the panel in each state who will regularly poll for you, often online. And if a pollsters wants to poll only seniors or only people with a junior college degree or less, they can send their poll only to those people on their panel list.