In Beyond The Horse Race: How to Read Polls and Why We Should, veteran pollster John Zogby offers a deep dive into the practice of polling, explaining its importance and relevance in a world where media is becoming increasingly fragmented. The book serves as both a guide to comprehending how polls work and a defense of why polls still matter today.
Zogby presents the intricacies of polling in an approachable way, breaking down complex topics like sampling, margin of error, and question design. His writing is accessible, free from overly technical language, and draws from his vast experience. Zogby also provides helpful advice for evaluating the credibility of polls, equipping readers with the ability to separate solid data from misleading results.
What sets this book apart is its focus beyond political polling. Zogby illustrates how polls capture more than just election outcomes, highlighting their role in measuring public opinion on cultural and societal trends, consumer behaviors, and more. He also tackles the challenges polling faces in the digital age, noting how social media and new technologies have influenced the field.
Zogby urges readers to look beyond the superficial “who’s winning” approach to elections, advocating for a more nuanced interpretation of poll results that reveal broader societal insights.
In conclusion, Beyond The Horse Race is a well-organized, educational book for both political aficionados and those interested in how polling reflects societal shifts. Zogby’s work comes at a critical time when trust in polls is under scrutiny, and he effectively argues for their continued significance.
John Zogby and his son, Jeremy Zogby, continue to shape the polling landscape through their national online survey service and qualitative research service, John Zogby Strategies. Jeremy’s recent research, including polls at Robert F. Kennedy’s campaign events and studies on perceptions of heroism during the pandemic, has received notable attention, including coverage in The New Yorker.