Story perspectives

Gallup Faces Challenges Amid Polarized Polling Landscape

2/21/2026

Summary

Story summary

Gallup, founded in 1935, revolutionized polling with a more representative sample than The Literary Digest failed to predict Roosevelt's 1936 victory.
Response rates dropped from 28% in the late 1990s to 5% today.
Polling costs have risen as organizations rely on media partnerships or data gathering.
Declining local news resources weakened polling accuracy in 2016, when polls underestimated Donald J. Trump.
Today, Gallup's methods struggle amid a polarized political landscape.

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Story summary

Gallup, founded in 1935, revolutionized polling with a more representative sample than The Literary Digest failed to predict Roosevelt's 1936 victory.
Response rates dropped from 28% in the late 1990s to 5% today.
Polling costs have risen as organizations rely on media partnerships or data gathering.
Declining local news resources weakened polling accuracy in 2016, when polls underestimated Donald J. Trump.
Today, Gallup's methods struggle amid a polarized political landscape.