The double speak aside, it depends a lot on who you poll, how you select such. Reading through the following from the "YouGov" page, sounds like they 'select' a 'panel' that will give the results they want.
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All our surveys are conducted online and can be taken on a phone, tablet, or computer — when and where respondents choose. While anyone can join our panel, we choose which panelists we invite to take each survey, and have rigorous processes in place to ensure the quality of responses included in the final results. Our approach enables versatility for the survey maker and survey taker beyond what is easy or feasible over the phone. Surveys can include a variety of question types, as well as images, audio, video, and explanatory text to provide context or gather reactions.
YouGov operates its own panel, providing us with direct management over the sampling process and ensuring a high standard of data quality. When a new panel member joins, they provide demographic information that helps us understand their background. We focus on building long-term relationships with our panelists, which allows us to gather data without repeatedly asking for the same information. This approach saves time, reduces respondent fatigue, and enables us to track changes in their views and behaviors over time.
Our online panel uses what's known as nonprobability sampling, which allows us to collect data quickly and cost-effectively from specific groups of interest. This differs from probability sampling, in which all people have an equal chance of being selected into a panel. To ensure our findings are representative, we invite a representative set of panelists to take each survey and apply statistical weighting to adjust for differences between the sample and the target population.
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today.yougov.com
They are also a bit evasive on "who they really are" and "how funded";
Our data-led offering supports and improves a wide spectrum of marketing activities of a customer-base including media owners, brands and media agencies. We work with some of the world’s most recognised brands.
today.yougov.com
They pay people to take their survey/poll, whom are recruited online (BTW, never heard of them or been asked to join);
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Our member offer
We’re committed to ensuring members are fairly rewarded for sharing their data. Our Panel Promise, in place for over a decade, ensures that if a member is invited to a survey, there will always be one for them to take. This builds trust and is highly valued by our members.
Members are paid for surveys and other data sharing activity in points. The points vary based on the length and complexity of the survey – longer and more complex surveys receive more points. A short, simple survey pays 500 - 1,000 points. Points are stored in a member’s YouGov Wallet, and once they reach a certain balance – 25,000 in the US – they can convert these points to a reward of their choice.
Some examples:
25,000 points - $15 Gift Card (Amazon, Ebay, Sephora and 100s more)
30,000 points - $25 Virtual Visa
55,000 points - $50 cash transfer to bank account
100,000 points - $100 Gift Card (Amazon, Ebay, Sephora and 100s more)
We’re committed to an excellent member experience - so that everyone’s voice can be heard. It’s a key part of our Environmental, Social, and Governance strategy and it’s why we have one of the highest TrustPilot scores in the Market Research industry.
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Bottom line, no where near objective or impartial survey/poll. Highly suspect in accuracy and efficacy.
www.nbcnews.com
