In 2016, traditional polling and analytics failed to measure the level of support for Donald Trump and predict how people would cast their ballots. What should we learn from that failure, and how can traditional tactics evolve to more accurately gauge what people care about?

RJ and Kate sit down with Emily Norman, Vice President of Analytics at the Global Strategy Group, to get some answers. She discusses “switch voters” who vote differently than they respond to polls, and the need to continually challenge best practices after both successes and failures. She also cautions against taking losses personally and lashing out at the voters you’re trying to help.

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