John Geraci

Have you ever wondered why pollsters can’t seem to predict who the next president will be?
With the sheer volume of data that encircles our lives, why can’t pollsters detect the signal through the noise?

POLL-ARIZED is a provocative examination of what has gone wrong with US pre-election polls written from the unique perspective of a market research industry insider. Blending actual data from polls, interviews with leading pollsters, and a proprietary survey conducted specifically for this book, POLL-ARIZED positively reframes the narrative on what’s wrong with our polling system and how pollsters should move forward.

Accurate polling is essential to any democracy. America needs pollsters to reestablish trust, simplify the polling process, and nudge their methodologists out of the way. POLL-ARIZED delves deeply into these issues and provides a clear roadmap through which pollsters can once again become trusted arbiters of American public opinion.

John Geraci is the Founder and President of Crux Research, a market research agency located in New York. He has overseen nearly two million interviews and more than three thousand survey research projects for nonprofits, public school districts, colleges and universities, technology firms, consumer packaged goods companies, advertising agencies, media, manufacturers, and dot-com businesses. John has been interviewed by CNN, NPR, The New York Times, The Washington Post, The Wall Street Journal, USA Today, and other media outlets such as Ad Week and Advertising Age. He has presented at more than seventy-five industry events and symposia. Learn more at cruxresearch.com.​

More Houndstooth Work

View All Books