Why is Public Opinion Research Important?

By: Amanda Barna

Public opinion can be defined as “the complex collection of opinions of many different people and the sum of all their views.” Public opinion research is a way to measure the opinion of a large population by studying a random sample of that population utilizing surveys, in-depth interviews and focus group discussions.

Public opinion research is important because it:

Most people have heard the phrase, “Perception is Reality”. Public opinion research is an essential piece of the puzzle when trying to uncover what people really think.