The 2026 Polling Playbook

Everything campaigns need to know before commissioning a poll -- from methodology and timing to the questions that actually move strategy.

• When to poll (and when you're wasting money)
• IVR vs. live caller vs. online -- which method fits your race
• Sample size, margin of error, and what they actually mean
• The 7 questions every campaign poll should include
• How to read crosstabs and turn data into decisions
• Red flags to watch for when evaluating polling firms
• Real examples from 700+ campaigns we've worked on