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Welcome to Novus podcast Sanity 
check, Michael Nietzsche. 

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Why don't you just tell the 
audience a little bit about 

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yourself to start there? 
Oh, I don't like to talk about 

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myself, but very briefly. 
So OK, I'm president of Gallup 

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International and owner of the 
Austrian Gallup Institute, which

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is the oldest opinion Research 
Institute in Austria, owner of 

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Gallup in Switzerland as well. 
And yeah, multi functionaire, 

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multi entrepreneur. 
I also run an advertising agency

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because I come from advertising 
originally, and now I'm here to 

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develop with all my colleagues 
and friends some new ideas for 

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the future of Gallup 
International. 

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Yeah. 
And Novus is through their owner

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Gallup Nordic, also member of 
Gallup International. 

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And Gallup International can 
have one member per country, 

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which is maybe not that viable 
anymore because we can do multi 

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country research, but you cannot
be two in one country. 

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That's that's the thing. 
That's the thing and the most, 

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no, the the most important thing
is originally when Gallup 

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International was founded in 
1947. 

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So that's more than 7577 years 
ago, George Gallup and 1011 

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researchers, opinion 
researchers, the most famous at 

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that time, gathered together in 
in a meeting in Loxwood in UK to

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set up the foundation of what is
today Gallup International and 

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also the foundation of what is 
international opinion polling. 

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Because it did not really exist 
before that time. 

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The industry was quite new. 
So they were The Pioneers in the

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field. 
And at that time the the vision 

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of George Gallup probably was or
was to have kind of the United 

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Nations of opinion polling being
Gallup International. 

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I mean, today we have round 
about 50 members across the 

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world, Novus being our exclusive
member in Sweden. 

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And I think it's not that 
important anymore to be 

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everywhere in the world because 
with our fifty members, we can 

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cover 100 more than 130 
countries of the world. 

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So that's almost everywhere with
a very few exceptions. 

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But The thing is, the idea of 
Gallup international laws always

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and still is until today, it's a
club of intellectuals. 

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It's a club of intellectual 
entrepreneurs. 

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It's a lot about personal 
relationships between people, 

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about personal trust between 
people. 

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And we're all independent 
entrepreneurs, which is very 

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important and which makes us 
completely different from any 

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other international group in, 
in, in the industry. 

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Most of them are either listed 
on the Stock Exchange part of 

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big corporations owned by 
investment funds with quite 

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complex structures and a lot of 
reporting lines and all that. 

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So our industry keeps talking 
about technology, AI, big data, 

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whatever in the last in the last
1015 years and obviously this 

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has some kind of relevance. 
So we we cannot miss that. 

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But I think Gallup International
never was and never should be 

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about technology, only our 
strength always was. 

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We gave humans a voice. 
The idea of voice of the people 

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was one of the founding ideas to
kind of a mission statement of 

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Gallup International from the 
very beginning. 

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And I think there's a lot of 
value focusing and following 

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this idea because when everybody
in our industry talks about 

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digitalization, about AI, about 
all related stuff of data lakes 

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and all that kind of stuff. 
In the end, what we're doing is 

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we give people a voice. 
And that's more relevant even in

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today's time than it was 
probably in the last 20 years 

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because the world is full of 
fake information, communication 

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bubbles on social media, 
etcetera. 

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So having a solid picture of 
public opinion in a country, in 

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a region, in a part of the world
or of the world, having a 

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picture of what people really 
think and how to build their 

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minds, their opinions. 
And even if we don't like the 

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opinions they have, yeah, the 
only way to understand them is 

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to hear, to listen to these 
opinions and then think about 

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what can you do with it. 
And it's, it's more about real 

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people and their opinions than 
about whatever bots and other 

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things, yeah, tell you. 
Yeah, you're right. 

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And I think as you said as well,
it's it's too easy now to be a 

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self-proclaimed speaker of the 
people or voice of the people 

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saying everyone I know thinks 
like me. 

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You can also fake or or create 
like I'm in 10,000 tweets. 

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Seems like it's the entire 
population. 

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Yeah. 
So it's so easy to to get lost 

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now. 
And when the politicians 

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constantly get fed by 
journalists asking what do you 

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think about this Facebook group?
Everyone hates this. 

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And they have to react to like 
this, this, this dimension that 

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really aren't there, maybe 
aren't even a big thing. 

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So this these kinds of data 
points that we have now, it's 

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probably easier to to to fool 
both the journalists and the 

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politicians than ever before. 
As I said, Gallup, 

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internationally, we have a very 
good reputation and the the 

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reputation is as solid because 
we always delivered reliable 

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data over decades of decades and
decades. 

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And we can build on that. 
And the more the world around us

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is full with any kind of fake 
information, alternative facts, 

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yes, et cetera, the more 
relevant at one point in time 

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will be somebody we want to know
what's really going on, not, not

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only what's what's going on here
and there in this bubble or what

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two people think they should 
think, et cetera. 

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So I think that that's a strong 
point. 

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So if we focus on being on the 
human side of the business and 

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not on the technology side, I 
think this makes a relevant 

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difference for all our members, 
for the association. 

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And it fits very well with the 
purpose and the mission from the

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founding fathers and founding 
mothers of the early days. 

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And I think we we, we can build 
a lot for the future of that. 

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Yes. 
And I also Monk, it was a guest 

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a couple of episodes before and 
we talked about his research in 

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Iraq. 
And one thing that was obvious 

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there, but also obvious when I, 
I meet all my other Gallup 

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members around the world is that
we really can explain the 

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cultural differences because 
they know the local cultural 

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differences or the cultures. 
Things like in Sweden, Sweden 

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compared to Denmark is, is the 
big difference. 

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We we might think, oh, it's the 
same thing. 

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Or, or Austria. 
Austria, Germany, yeah. 

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Exactly. 
Completely different. 

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Yeah. 
So if you ask the same question 

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in these two countries, the the 
answer might be different 

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because you know how to 
interpret it. 

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So even in this close neighbour 
situations you have a problem. 

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Then go compare Sweden to Iraq, 
which we did together with 

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Monkey's company. 
It's like, OK, we have to 

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interpret this from a cultural 
perspective even more than the 

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actual answers of the questions.
And you also have to ask the 

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relevant questions, of course. 
Yeah. 

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And here, here it's, it's so 
easy to forget about this 

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because you think, oh, everyone 
speaks English, everyone's on 

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Facebook or whatever. 
Yeah, the global, the global 

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consumer. 
Yeah, exactly. 

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It's unique everywhere. 
Yeah, I don't believe in that. 

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We're not only talking about 
consumers, but no, I think the 

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key point is, I mean, today 
everybody loves to talk. 

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All companies love to talk about
diversity. 

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Honestly, Gallup International 
always was a diverse 

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organization from its origins. 
And this is our strength built 

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over decades and decades. 
And having all these people on 

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board who are not country 
managers, but local 

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entrepreneurs, local 
intellectuals, who understand 

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the culture in which they live 
in, etcetera. 

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This makes us as a group so much
stronger than all the other big 

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groups in our industry. 
And we should play more on that.

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We can can do those kind of jobs
the others cannot do and we can 

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do it very well. 
We're the we're the guys for the

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difficult jobs, for jobs where 
you need a lot of local and 

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cultural knowledge to understand
the data in the end, and this is

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the story we need to convey more
in the future, it's not about 

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being big. 
It's about leveraging these 

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assets which we have in our DNA 
already. 

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Yeah. 
And one thing that fascinated me

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because we, we just had this 
world conference and we're not 

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talking that much about 
methodology. 

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We're talking about cultural 
challenges. 

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We're talking about the the 
geopolitical challenges in the 

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world, China versus Russia 
versus Europe versus USA. 

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And that is on a research 
conference, very unusual because

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we're talking about the global 
issues because that is every 

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member in this world or, or 
citizen is what that's what 

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they're living in. 
And our job is to explain this 

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to, to the different powers 
because they really need to 

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understand. 
And it's not like controlling 

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people, it's understanding 
people. 

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And in in a democracy, if you 
don't understand your voter or 

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the people living in your 
country, you will lose. 

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Exactly. 
And then maybe we won't have a 

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democracy anymore, which is a 
very bleak or or horrible you 

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were looking at because number 
of democracy is going down. 

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But that is because the the 
voice of the people has been 

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forgotten in so many ways. 
I would say, I mean, first of 

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all, I share your concerns about
democracy because we, we, we're 

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a generation. 
We grew up with the, with the 

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sentiment that democracy is 
something which is here, it's 

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perfect. 
It's, we took it for granted. 

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Now we see that, OK, we cannot 
take it for granted. 

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We have to do something. 
And democracy is more than just 

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a voting system. 
Yeah, where you choose between 

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candidates and parties, 
etcetera. 

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There's a there's a cultural 
foundation of democracy. 

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There's a societal foundation, 
which means if people lose the 

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ability to discuss topics 
amongst each other's, to 

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exchange opinions. 
Yeah, to listen to what is the 

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public opinion, what is the 
majority, what is the minority 

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opinion, Why is it understand 
that and have an exchange on 

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that. 
Democracy doesn't work. 

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Yeah. 
And then we then we end up there

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where we are almost in some 
countries of the world where, I 

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mean, we have election results 
and then nobody respects 

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results. 
So this is and this the route 

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towards the end of democracy and
even, I mean democracy is a 

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model which doesn't fit 
everywhere in the world and it 

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doesn't exist everywhere. 
But one thing is important for 

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everybody, for every kind of 
government, whatever, however it

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is structured, you need to 
understand people, you need to 

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listen to the voice of the 
people because it's the only 

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thing how you can manage a 
region, a country, a city, 

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etcetera. 
If you don't understand that, 

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you will never get the job, 
right? 

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So whether it's a democracy or 
not, our job is important 

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everywhere. 
And I think we should start 

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focusing on telling all those 
people out to there. 

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If the world is full of 
alternative facts, fake news, 

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fake polls, fabricated data, 
etcetera, etcetera, and 

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everybody has its own truth, 
yeah, the more important is 

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solid public opinion polling 
because it's the only chance to 

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give you correct picture, to 
know the loud minorities, to see

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the silent majorities. 
Yeah, and to develop some kind 

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of strategy in such a situation.
Otherwise you just hear those 

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who shout loudest. 
And now we just ended the 

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European election, which is 
quite a big shift now in in 

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several countries. 
And, and we see all these things

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happening now because the people
don't think that their voices 

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have been heard enough. 
They're worried, they're afraid 

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in some sense, everyone is right
to be afraid. 

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Right now. 
We have a war in Ukraine. 

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Russia's intentions are very 
hard to we cannot relax 

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basically not living in Sweden 
because they remind us all the 

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time that this, that they, they 
verbally threaten us regularly. 

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So, so, yeah, so that, that's 
something that's also why, why 

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Sweden and, and Finland did not 
have this right wing movement 

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right now because it's so close 
to Russia. 

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We're not hang on. 
We do not want Ukraine to lose 

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because we might be next. 
But in France, that's not the 

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issue as much. 
And if we look, that's actually 

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interesting because if we look 
at our, our annual global 

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research, you see indications of
this in willingness to protect 

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your country. 
Look at Italy, for instance, 

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and, and I think Portugal as 
well. 

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It's it's not that important and
they're not that afraid of 

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Russia. 
But in Sweden, Oh yes, we are 

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in. 
Poland. 

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Yeah. 
And in Poland, yeah, because. 

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They have all, they have a lot 
of arguments from history to be 

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afraid of Russia, yeah. 
Yeah, but in Germany it wasn't 

229
00:14:09,560 --> 00:14:11,520
that important. 
At the same time Germany is 

230
00:14:11,520 --> 00:14:14,920
spending record amount on 
military, but what will happen 

231
00:14:15,240 --> 00:14:17,040
when they have their next 
election. 

232
00:14:17,720 --> 00:14:22,520
So there's we see things in our 
global data that we now see play

233
00:14:22,520 --> 00:14:25,600
out after the the European 
election that we already knew 

234
00:14:25,600 --> 00:14:28,120
about from our research, to be 
honest. 

235
00:14:29,360 --> 00:14:33,800
So it's not a surprise. 
But what's needed more is 

236
00:14:33,800 --> 00:14:38,280
explanation about this getting 
people to understand what I 

237
00:14:38,280 --> 00:14:41,080
mean, the people in power to 
actually understand you have to 

238
00:14:41,080 --> 00:14:43,400
listen to the folder in your 
country. 

239
00:14:43,400 --> 00:14:45,160
I understand them, yeah. 
I. 

240
00:14:45,560 --> 00:14:49,480
Think a very important exercise 
for the future will be. 

241
00:14:49,480 --> 00:14:52,800
I mean, there's a lot of people 
around Europe, in many countries

242
00:14:52,800 --> 00:14:57,280
who kind of feel disconnected 
from the elites. 

243
00:14:57,480 --> 00:15:01,200
Yeah, they have that feeling 
most probably because they have 

244
00:15:01,200 --> 00:15:03,320
the feeling they're not hurt. 
Yeah. 

245
00:15:03,680 --> 00:15:06,840
So a lot of opinion polling is 
done everywhere. 

246
00:15:06,840 --> 00:15:08,920
We see polls every year, every 
day. 

247
00:15:09,160 --> 00:15:12,960
The problem is, I think most of 
the polls are not asking the 

248
00:15:12,960 --> 00:15:15,680
right questions. 
They're asking the questions 

249
00:15:15,800 --> 00:15:18,200
somebody wants to hear the 
answers. 

250
00:15:18,440 --> 00:15:21,560
Yeah. 
And I think it would be wrong. 

251
00:15:21,560 --> 00:15:26,600
If I take the idea of giving 
people a voice seriously, then I

252
00:15:26,600 --> 00:15:31,400
have to, I ask questions and I 
have to talk with those people 

253
00:15:31,400 --> 00:15:35,120
about topics, what which are 
relevant for them and not for 

254
00:15:35,120 --> 00:15:39,280
the others give them. 
And in that sense, opinion 

255
00:15:39,280 --> 00:15:44,840
polling, quality opinion 
polling, can probably help 

256
00:15:45,000 --> 00:15:48,400
change a lot of the 
misunderstandings we see 

257
00:15:48,400 --> 00:15:52,440
nowadays and give people a 
feeling that they're really 

258
00:15:52,440 --> 00:15:55,720
hurt. 
If somebody then picks up the 

259
00:15:55,720 --> 00:15:58,960
concerns these people have 
because they're not stupid, they

260
00:15:58,960 --> 00:16:01,520
have, they have their problems, 
they have their concerns, they 

261
00:16:01,520 --> 00:16:05,200
feel mistrusted, they feel left 
alone, etc. 

262
00:16:05,280 --> 00:16:11,240
And then they are easily 
attracted by some, let's say, 

263
00:16:11,520 --> 00:16:16,800
political magicians who try to 
manipulate them again, for their

264
00:16:16,800 --> 00:16:19,400
own purposes and not for, for 
that. 

265
00:16:19,400 --> 00:16:23,120
And I think here is that's, 
that's a, that's a important 

266
00:16:23,120 --> 00:16:28,920
role opinion polling can have in
the future trying to change this

267
00:16:28,920 --> 00:16:31,400
situation. 
And we have the means and we 

268
00:16:31,400 --> 00:16:34,880
have to the, the, the 
methodology to do that. 

269
00:16:35,040 --> 00:16:38,800
And we need on the other hand, 
but we need the media to play 

270
00:16:38,800 --> 00:16:41,600
with us because if this doesn't 
go to the media, then there is 

271
00:16:41,600 --> 00:16:43,520
no discussion. 
About that, yeah. 

272
00:16:43,840 --> 00:16:47,840
And also like like we're doing 
in Gallup International, focus 

273
00:16:47,840 --> 00:16:51,720
on the explanation, not just 
sending out the numbers for 

274
00:16:51,720 --> 00:16:54,560
anyone to just interpret. 
Of course, the numbers aren't 

275
00:16:54,560 --> 00:16:57,520
the secrets, but that that's the
factual dimension. 

276
00:16:57,520 --> 00:17:01,360
But then you need to add the 
knowledge where we are also have

277
00:17:01,360 --> 00:17:04,280
the cultural dimension. 
Where is this coming from? 

278
00:17:04,400 --> 00:17:07,920
What do this mean? 
We can have a number of 37.5. 

279
00:17:08,040 --> 00:17:10,800
It's just nothing. 
But if you can explain this is 

280
00:17:10,800 --> 00:17:13,440
a, this is because of this and 
this and this compared to other 

281
00:17:13,440 --> 00:17:16,599
cultures or other countries, 
this is what's driving this. 

282
00:17:16,599 --> 00:17:18,480
And then these are the events 
that happens. 

283
00:17:18,480 --> 00:17:22,000
And this, that's also what what 
reminds me, because I've been 

284
00:17:22,000 --> 00:17:24,760
doing this for over a decade 
now, but but when I meet other 

285
00:17:24,760 --> 00:17:28,280
Gallup colleagues, they're doing
the same in their countries. 

286
00:17:28,720 --> 00:17:31,960
And these stories and this 
knowledge that we have, it's not

287
00:17:31,960 --> 00:17:35,600
just about you and me as 
persons, It's our companies that

288
00:17:35,880 --> 00:17:41,240
that do this all the time. 
But we have lost, I mean, the 

289
00:17:41,240 --> 00:17:42,840
industry. 
I'm not, I'm not talking about 

290
00:17:42,840 --> 00:17:46,480
Gallup, but but I mean, the 
industry has lost our voice in 

291
00:17:46,480 --> 00:17:49,920
the public space. 
We have been numbers guys or 

292
00:17:49,920 --> 00:17:53,120
perceived to be numbers guys 
because we aren't number guys. 

293
00:17:53,200 --> 00:17:55,160
Number guys. 
We understand numbers, but we 

294
00:17:55,160 --> 00:17:57,160
don't speak in numbers, we speak
in words. 

295
00:17:58,080 --> 00:17:59,520
Yeah. 
But that, that that's, that's, 

296
00:17:59,760 --> 00:18:03,480
that's what I wanted to say is 
we, we're not Gallup 

297
00:18:03,480 --> 00:18:06,080
International now members. 
We, we are not. 

298
00:18:06,080 --> 00:18:10,280
And we should not be about 
methods, about data points, 

299
00:18:10,280 --> 00:18:12,200
numbers, and all that boring 
stuff. 

300
00:18:12,920 --> 00:18:17,000
We should be about human 
stories, telling good human 

301
00:18:17,000 --> 00:18:19,280
stories. 
This brings me to the next 

302
00:18:19,440 --> 00:18:22,920
thought I have. 
I think we're in a creative 

303
00:18:22,920 --> 00:18:27,400
industry in the broadest sense 
because we need more ideas. 

304
00:18:27,400 --> 00:18:31,720
We can be about ideas, and ideas
means asking the right 

305
00:18:31,720 --> 00:18:35,400
questions, asking unusual 
questions, different ones from 

306
00:18:35,400 --> 00:18:40,560
the ones everybody asks, 
creating interesting, compelling

307
00:18:40,560 --> 00:18:44,240
stories out of the answers to 
these questions, explaining the 

308
00:18:44,240 --> 00:18:48,960
world and trying to help 
somebody change something. 

309
00:18:48,960 --> 00:18:50,480
Yeah. 
Then this has a value. 

310
00:18:50,560 --> 00:18:53,000
Yeah. 
Just replicating what everybody 

311
00:18:53,000 --> 00:18:57,800
else does is not good enough. 
It's even irrelevant. 

312
00:18:57,800 --> 00:18:59,600
Yeah. 
There are millions of other 

313
00:18:59,600 --> 00:19:03,480
research institutes out there 
who can do everything to 

314
00:19:03,480 --> 00:19:05,240
standard job. 
That's, that's boring. 

315
00:19:06,120 --> 00:19:09,080
We can do the difficult jobs 
because we have the people on 

316
00:19:09,080 --> 00:19:12,040
the ground in the most important
regions of the world. 

317
00:19:12,480 --> 00:19:18,160
And we can, we, we can, we can 
also be and focus on telling the

318
00:19:18,160 --> 00:19:20,040
interesting and relevant 
stories. 

319
00:19:20,360 --> 00:19:23,240
There's a lot of there's a lot 
of problems in the world, 

320
00:19:23,240 --> 00:19:27,520
whether it's migration, whether 
it's economic problems, whether 

321
00:19:27,520 --> 00:19:30,480
it's democracy under threat, 
etcetera. 

322
00:19:30,720 --> 00:19:32,560
The solution is not about 
numbers. 

323
00:19:32,560 --> 00:19:37,160
The solution is about telling 
stories which show a way out of 

324
00:19:37,160 --> 00:19:40,280
this situation. 
That's I think this is our 

325
00:19:40,280 --> 00:19:42,680
strength. 
We have the capabilities. 

326
00:19:42,680 --> 00:19:45,960
We just need to build that more 
and and promote that more in the

327
00:19:45,960 --> 00:19:48,560
future. 
Yeah, that fits perfect with our

328
00:19:48,560 --> 00:19:52,000
history and our heritage. 
Yeah, and I thought about that 

329
00:19:52,000 --> 00:19:55,760
because you, you know much more 
about George Gallop than I do. 

330
00:19:55,760 --> 00:19:59,080
But I seem to remember they told
me once that the George Gallop 

331
00:19:59,080 --> 00:20:01,640
idea was also if. 
If you listen to the people, 

332
00:20:01,640 --> 00:20:04,240
there won't be any worse. 
Something like that. 

333
00:20:04,800 --> 00:20:07,480
He he was, he was passionate 
about two things. 

334
00:20:07,480 --> 00:20:09,920
First of all, he believed in 
democracy and he wanted to 

335
00:20:09,920 --> 00:20:12,320
promote democracy. 
That's the one thing. 

336
00:20:12,320 --> 00:20:16,440
The second thing is he believed 
in this can kind of help prevent

337
00:20:16,440 --> 00:20:18,920
wars in the future. 
Yeah. 

338
00:20:18,920 --> 00:20:21,720
And I think the, the, the key 
point with what Gallup 

339
00:20:21,720 --> 00:20:26,240
International has in his DNA is 
still the, the strength of 

340
00:20:26,240 --> 00:20:30,440
George Gallup as a person, 
because he originally he came 

341
00:20:30,440 --> 00:20:33,440
from advertising industry. 
He was, I would, I would say he 

342
00:20:33,440 --> 00:20:36,800
was a creative guy. 
And OK, he invented the 

343
00:20:36,800 --> 00:20:40,680
methodology which everybody uses
today, etcetera. 

344
00:20:41,040 --> 00:20:46,280
But his strength was asking 
interesting questions and 

345
00:20:46,280 --> 00:20:50,200
writing short stories about one 
question he asked. 

346
00:20:50,680 --> 00:20:53,280
They were running polls everyday
in the United States at that 

347
00:20:53,280 --> 00:20:55,920
time. 
And he would sell the data to 

348
00:20:55,920 --> 00:21:00,880
the big newspapers in the United
States, but he would sell his 

349
00:21:00,880 --> 00:21:03,480
story with the data. 
And so it was not just a number.

350
00:21:03,480 --> 00:21:05,400
It was the story, whatever it 
was. 

351
00:21:05,400 --> 00:21:08,680
What do Americans think about 
weapons? 

352
00:21:08,680 --> 00:21:14,360
What do they think about the 
role of women, about whatever he

353
00:21:14,360 --> 00:21:16,440
asked about the role of America 
and the world? 

354
00:21:16,880 --> 00:21:20,800
He always wrote an interesting 
story around the data, and that 

355
00:21:20,800 --> 00:21:23,280
was published then. 
So people like to read that. 

356
00:21:23,280 --> 00:21:25,960
And he was a communication 
genius, in fact. 

357
00:21:26,200 --> 00:21:30,520
And I think we have enough 
communication geniuses in our 

358
00:21:30,520 --> 00:21:34,360
group and we should leverage 
that more in the future. 

359
00:21:34,760 --> 00:21:38,960
Yeah, and I really, because look
at the soon we have the US 

360
00:21:38,960 --> 00:21:42,720
election and soon we will be 
reminded again how important the

361
00:21:42,840 --> 00:21:47,720
US news agencies think the data 
is from our our research 

362
00:21:47,760 --> 00:21:51,040
society. 
But you never see a researcher. 

363
00:21:52,320 --> 00:21:56,560
You only see the anchors being 
very wizardy with their TV and 

364
00:21:57,240 --> 00:21:59,960
look and, and interactive maps 
and stuff. 

365
00:21:59,960 --> 00:22:02,120
And they do their own polls of 
polls. 

366
00:22:02,120 --> 00:22:04,960
And, and what one thing that 
that bothers me after that it's 

367
00:22:05,080 --> 00:22:08,800
we as an industry always get 
blamed for the analysis being 

368
00:22:08,800 --> 00:22:11,600
wrong when we're never, we're 
never asked for the analysis. 

369
00:22:12,200 --> 00:22:14,560
And from a Swedish perspective, 
I think it's the same in in 

370
00:22:14,560 --> 00:22:19,520
Austria as well, is that I do 
not allow my media partners to 

371
00:22:19,520 --> 00:22:24,520
just take my numbers. 
I give them my explanation or if

372
00:22:24,520 --> 00:22:28,360
you want to call it my story, 
because they need to understand 

373
00:22:28,360 --> 00:22:30,400
this is not just numbers for 
them to run with. 

374
00:22:30,680 --> 00:22:34,280
They can have their own 
theories, but I am responsible 

375
00:22:34,280 --> 00:22:38,280
for my analysis because that is 
part of the research. 

376
00:22:38,600 --> 00:22:41,800
You're absolutely right. 
But this comes exactly from what

377
00:22:41,800 --> 00:22:43,280
I said before. 
This is because the whole 

378
00:22:43,280 --> 00:22:47,280
industry is selling number 
crunching of data points or 

379
00:22:47,280 --> 00:22:49,400
whatever you call it or or. 
So. 

380
00:22:49,640 --> 00:22:52,400
I mean, they then say, OK, we're
selling some insights. 

381
00:22:52,400 --> 00:22:56,000
Yeah, but in fact, they're 
selling numbers. 

382
00:22:56,120 --> 00:22:58,240
Yeah. 
So numbers are nothing. 

383
00:22:58,240 --> 00:23:01,120
Yeah, I mean, you can die by 
numbers if you want. 

384
00:23:01,200 --> 00:23:07,560
Yeah, but The thing is if we 
start or force enforce the idea 

385
00:23:07,560 --> 00:23:10,280
of selling ideas. 
Yeah. 

386
00:23:10,800 --> 00:23:12,880
Visions. 
Evidence. 

387
00:23:12,960 --> 00:23:16,080
Based evidence? 
Based on numbers, yeah. 

388
00:23:16,480 --> 00:23:20,160
On relevant, reliable numbers, 
Yeah. 

389
00:23:21,120 --> 00:23:22,720
And then this is a different 
offering. 

390
00:23:22,720 --> 00:23:25,080
And then they might start 
listening to us. 

391
00:23:25,200 --> 00:23:28,400
But that need it needs the right
people, and it needs a good 

392
00:23:28,400 --> 00:23:32,640
story coming back again. 
I think opium polling is a 

393
00:23:32,640 --> 00:23:34,520
creative industry job. 
Yeah. 

394
00:23:34,760 --> 00:23:38,040
And not number crunching. 
Yeah, and I think you have the 

395
00:23:38,040 --> 00:23:41,400
experience and I have the same 
People think they can ask their 

396
00:23:41,400 --> 00:23:44,360
own questions and that's about 
OK, we'll just do it ourselves. 

397
00:23:44,680 --> 00:23:48,400
Then they realize how hard it is
to even ask the right question 

398
00:23:49,000 --> 00:23:51,320
because then they get the 
results of I don't understand 

399
00:23:51,320 --> 00:23:53,480
anything. 
Yeah, but did you ask the right 

400
00:23:53,480 --> 00:23:55,080
question? 
What? 

401
00:23:55,160 --> 00:23:57,720
Yeah. 
Did you because you have No. 

402
00:23:57,880 --> 00:23:59,880
Yeah. 
So even if you do the the other 

403
00:23:59,880 --> 00:24:03,640
things correct, it's it's about 
asking the relevant question. 

404
00:24:04,400 --> 00:24:08,200
It's it's, I would say in that 
case, it's like you instead of 

405
00:24:08,200 --> 00:24:11,920
going to a doctor and asking him
for it whilst you try to heal 

406
00:24:11,920 --> 00:24:16,720
yourself, probably you're 
competent doing it, but probably

407
00:24:16,720 --> 00:24:20,800
you don't see what somebody from
the outside perspective can see.

408
00:24:20,960 --> 00:24:24,200
Which brings me back to the idea
a third party, like a good 

409
00:24:24,200 --> 00:24:27,720
opinion poster can see things 
from a different angle, 

410
00:24:27,760 --> 00:24:32,640
different view, because he or 
she has a lot of experience from

411
00:24:32,640 --> 00:24:35,600
other projects, from other 
service knows. 

412
00:24:35,600 --> 00:24:37,600
OK, these people, they think 
like that. 

413
00:24:37,600 --> 00:24:39,960
You should focus on that problem
and not here. 

414
00:24:39,960 --> 00:24:42,640
Yeah, that's that's, that's the 
value of all that. 

415
00:24:42,920 --> 00:24:46,720
If somebody wants to his own 
service, OK, you can. 

416
00:24:46,760 --> 00:24:49,680
You can also build your own car.
Yeah, if you have the time. 

417
00:24:49,680 --> 00:24:52,720
Free to You're free to do it if 
you want to drive it. 

418
00:24:53,360 --> 00:24:54,760
I'm not sure. 
Think about it. 

419
00:24:54,920 --> 00:24:57,200
Yeah, and that's the thing. 
You have to see this as a 

420
00:24:57,200 --> 00:25:00,320
profession. 
And also I tried to talk about 

421
00:25:00,320 --> 00:25:03,960
facts and knowledge. 
Our data points, that's our 

422
00:25:03,960 --> 00:25:06,080
facts. 
It's not just numbers, it's 

423
00:25:06,080 --> 00:25:09,120
facts. 
But facts alone might not be 

424
00:25:09,120 --> 00:25:10,840
relevant. 
It's the fact that the sun will 

425
00:25:10,840 --> 00:25:13,760
go up even tomorrow. 
But does it have anything to do 

426
00:25:13,760 --> 00:25:15,800
with my business? 
Who knows? 

427
00:25:16,040 --> 00:25:18,840
Probably not, yeah. 
There's a famous saying, I don't

428
00:25:18,840 --> 00:25:22,000
know, I can't remember who said 
it, but it's facts are like 

429
00:25:22,000 --> 00:25:24,000
cows. 
If you look deep in their eyes, 

430
00:25:24,000 --> 00:25:28,560
they tend to run away. 
I don't know what to do with 

431
00:25:28,560 --> 00:25:34,200
that, but it's fun, yeah. 
Now it means I know what I 

432
00:25:34,200 --> 00:25:38,400
wanted to say with that. 
It means that facts alone, you 

433
00:25:38,400 --> 00:25:41,680
can look at them in very 
details, but they don't tell you

434
00:25:41,680 --> 00:25:45,200
a lot unless build the story out
of them. 

435
00:25:45,280 --> 00:25:48,960
That's what I mean, yeah. 
Yeah, just the dissolve fact 

436
00:25:48,960 --> 00:25:50,240
alone is. 
Yeah. 

437
00:25:50,560 --> 00:25:52,840
Oh yeah, yeah, that's true. 
And you have to have the right 

438
00:25:52,840 --> 00:25:55,040
relevant of facts and you have 
the knowledge to actually make 

439
00:25:55,040 --> 00:25:58,640
sense of the facts. 
And I think that is actually our

440
00:25:58,640 --> 00:26:01,760
global challenge. 
I think we already have it in 

441
00:26:01,760 --> 00:26:05,080
Gallup International, which is 
the only network that I've been 

442
00:26:05,080 --> 00:26:09,040
part of ever that focus on these
things that I think is the most 

443
00:26:09,040 --> 00:26:12,360
relevant thing for the industry.
Then we have scientific networks

444
00:26:12,360 --> 00:26:15,200
and then we have industrial 
networks, but they are focusing 

445
00:26:15,200 --> 00:26:18,720
on ethics, which is really 
important, of course, 

446
00:26:18,720 --> 00:26:19,920
professional. 
Standards. 

447
00:26:20,920 --> 00:26:26,240
Yeah, scientific methods also 
very important, but the same 

448
00:26:26,240 --> 00:26:29,880
time, these combines, that's 
where you get the operational 

449
00:26:29,880 --> 00:26:34,680
value for, for governments, for 
commercial clients, NGOs, 

450
00:26:34,760 --> 00:26:39,720
everyone, because they don't 
have this, because it takes 

451
00:26:39,720 --> 00:26:41,320
time. 
It takes a decade to be a good 

452
00:26:41,320 --> 00:26:43,440
researcher. 
At least at. 

453
00:26:43,440 --> 00:26:45,520
Least, yeah. 
Or a decent one. 

454
00:26:45,520 --> 00:26:50,680
Yeah, time alone is not the 
answer, but it's a it also takes

455
00:26:50,680 --> 00:26:52,680
time. 
It's not just a bunch of 

456
00:26:52,680 --> 00:26:54,560
theories. 
And also one thing. 

457
00:26:54,560 --> 00:26:56,560
You, you, you. 
When we talked earlier today 

458
00:26:56,560 --> 00:27:01,120
also that the curiosity part 
about this, because you have to 

459
00:27:01,120 --> 00:27:03,680
be really curious to be a good 
researcher. 

460
00:27:04,120 --> 00:27:07,200
Exactly that. 
And again, this brings me to the

461
00:27:07,200 --> 00:27:10,800
point it is for me, it's a 
creative business of our 

462
00:27:10,840 --> 00:27:15,320
creative industry because 
curiosity is a foundation and 

463
00:27:15,320 --> 00:27:18,400
this brings you to asking new 
questions, different ones, 

464
00:27:18,400 --> 00:27:21,120
seeing problems from a different
angle, etcetera. 

465
00:27:21,640 --> 00:27:24,320
If you don't have that, you will
never be a good opinion 

466
00:27:24,320 --> 00:27:27,520
pollster. 
And The thing is, we have to 

467
00:27:27,520 --> 00:27:33,280
make clear to our clients, to 
the media, to everybody who uses

468
00:27:33,280 --> 00:27:38,000
our opinion polls that there is 
a difference in Gallup 

469
00:27:38,000 --> 00:27:41,680
International opinion polls from
all the others because we 

470
00:27:41,880 --> 00:27:47,600
celebrate this curiosity, we 
celebrate this creativity, we 

471
00:27:47,600 --> 00:27:52,080
tell the relevant stories, and 
that makes a huge difference to 

472
00:27:52,080 --> 00:27:54,200
all the rest. 
And that's our strength, that's 

473
00:27:54,200 --> 00:27:57,240
our heritage, and that's in our 
DNA. 

474
00:27:57,240 --> 00:28:01,400
And I think this is a very 
relevant story for our future. 

475
00:28:01,640 --> 00:28:06,480
It is and doing this right, it's
probably the most fun industry 

476
00:28:06,480 --> 00:28:08,200
you can be in. 
Exactly. 

477
00:28:08,200 --> 00:28:11,520
It's easy to forget because you 
get stuck in all these tenders 

478
00:28:11,520 --> 00:28:16,880
and the price per hour or or 
frustrating things when you 

479
00:28:16,880 --> 00:28:19,480
realize, OK, they got this all 
wrong. 

480
00:28:19,800 --> 00:28:23,200
But the same time, all these 
knowledge that we actually 

481
00:28:23,200 --> 00:28:25,920
accumulate about human behavior 
and also the understanding, as 

482
00:28:26,160 --> 00:28:29,840
as you said, and that's George 
Gallup probably also said people

483
00:28:29,840 --> 00:28:33,960
are rational, sane people that 
actually do that. 

484
00:28:34,320 --> 00:28:37,800
You can't, you can't basically 
trust the human behavior and you

485
00:28:37,800 --> 00:28:40,440
can't understand it. 
And the biggest mistake you 

486
00:28:40,440 --> 00:28:44,120
probably can do is underestimate
the intelligence of the 

487
00:28:44,200 --> 00:28:46,160
population. 
Never do that. 

488
00:28:46,240 --> 00:28:48,160
Never do. 
That, but they're doing it all 

489
00:28:48,160 --> 00:28:50,840
the time. 
Suddenly everything goes 

490
00:28:50,840 --> 00:28:53,800
backwards because what happened?
Oh yeah, you forgot about Little

491
00:28:53,800 --> 00:28:55,800
Beetle. 
That you have to trust the human

492
00:28:55,800 --> 00:28:58,440
being. 
I think looking at, because I'm 

493
00:28:58,440 --> 00:29:01,440
also part of the political 
consulting square and most of 

494
00:29:01,440 --> 00:29:06,120
political strategies are based 
on trying to fool the voter to 

495
00:29:06,120 --> 00:29:09,680
actually not vote wrong. 
And you're not trying to build 

496
00:29:09,680 --> 00:29:12,760
trust, you're not trying to say 
trust me, I will help you. 

497
00:29:12,960 --> 00:29:15,760
He said don't vote for that guy 
because he's the devil. 

498
00:29:16,320 --> 00:29:19,120
So, so they're actually, they're
tweaking this and you can do 

499
00:29:19,120 --> 00:29:23,080
this for some time, but you will
also lose power as soon as you 

500
00:29:23,080 --> 00:29:25,880
got it. 
And that's the basic general 

501
00:29:25,880 --> 00:29:27,480
trend we have in the Western 
world right now. 

502
00:29:27,720 --> 00:29:30,280
That's what I meant before. 
There is there, there exists 

503
00:29:30,280 --> 00:29:35,440
things like how they call it 
strategically useful nonsense. 

504
00:29:35,800 --> 00:29:37,840
Yeah. 
Yeah, Things like that. 

505
00:29:37,840 --> 00:29:41,760
So it means like if you have a 
problem, just tell some kind of 

506
00:29:41,760 --> 00:29:45,280
irrelevant story just to push 
people's attention to some other

507
00:29:45,760 --> 00:29:46,320
story. 
Yeah. 

508
00:29:46,640 --> 00:29:50,520
So, I mean, this is, this is not
only useless, but this is 

509
00:29:50,920 --> 00:29:55,320
destroying the foundations of 
our democracy because people 

510
00:29:55,320 --> 00:29:58,760
need to have the feeling that 
they are hurt, that they're real

511
00:29:58,760 --> 00:30:02,680
issues, are hurt that somebody, 
they have the expectation that 

512
00:30:02,680 --> 00:30:05,400
somebody, a candidate, a 
politician, a party, whoever a 

513
00:30:05,400 --> 00:30:09,120
government takes care of these 
issues and doesn't. 

514
00:30:09,480 --> 00:30:11,720
We tend to turn the whole thing 
around. 

515
00:30:11,720 --> 00:30:15,680
Yeah, there's a lot of, we see 
in a lot of polls, if you ask 

516
00:30:15,680 --> 00:30:18,680
people what is relevant for 
their life at the moment, what 

517
00:30:18,680 --> 00:30:21,520
is the problems they have now, 
it's completely different from 

518
00:30:21,520 --> 00:30:23,960
what the political discourse is 
about. 

519
00:30:24,240 --> 00:30:27,520
So this means this is completely
disconnected. 

520
00:30:27,960 --> 00:30:32,360
Not always, but quite often this
is not how democracy can work. 

521
00:30:32,360 --> 00:30:36,280
And then you get a lot of 
frustrated people who are upset,

522
00:30:37,000 --> 00:30:42,440
angry, frustrated and either 
walk away, don't don't care 

523
00:30:42,440 --> 00:30:47,360
anymore about going to elections
etcetera, or find other ways to 

524
00:30:47,440 --> 00:30:50,720
to protest against something 
which they think doesn't 

525
00:30:50,720 --> 00:30:54,040
understand their life. 
Or as you often do right now, as

526
00:30:54,040 --> 00:30:56,560
long as you believe in 
democracy, you vote for the 

527
00:30:56,560 --> 00:31:02,200
opposition because you know the 
guys, not you're being told all 

528
00:31:02,200 --> 00:31:06,080
the time or see that the guys 
sitting there are not doing 

529
00:31:06,080 --> 00:31:09,200
their job because they're not 
addressing your issue. 

530
00:31:09,560 --> 00:31:12,360
So OK, as long as I vote, I have
to vote for the other guy. 

531
00:31:12,360 --> 00:31:15,800
That's even if it's a several 
parties. 

532
00:31:15,800 --> 00:31:19,720
Somebody, somebody keeps telling
people this is the this is the 

533
00:31:19,720 --> 00:31:21,480
issue which is important for 
you. 

534
00:31:22,160 --> 00:31:27,200
Take whatever migration, I don't
know, other problems. 

535
00:31:27,200 --> 00:31:29,640
Yeah. 
And politicians tend to educate 

536
00:31:29,640 --> 00:31:32,680
people what their problem should
be instead of listening, what 

537
00:31:32,680 --> 00:31:35,400
the problem actually is. 
Again, here we are. 

538
00:31:35,640 --> 00:31:39,480
Give people a voice and listen 
to them, then many things could 

539
00:31:39,480 --> 00:31:42,080
be much easier. 
It's not the easy way always, 

540
00:31:42,080 --> 00:31:45,000
but it could be easier. 
Yeah, but it's a sustainable 

541
00:31:45,000 --> 00:31:46,200
way. 
I think now. 

542
00:31:46,200 --> 00:31:50,240
Now we have an unsustainable way
of running a democracy in the 

543
00:31:50,240 --> 00:31:54,200
most of the Western world right 
now, you only make sure that you

544
00:31:54,200 --> 00:31:56,240
win the parliament. 
You don't have to win the 

545
00:31:56,280 --> 00:31:59,480
majority of the people. 
It may sound like the same 

546
00:31:59,480 --> 00:32:03,600
thing, but it actually isn't. 
In the US, it's only 1/4 of the 

547
00:32:03,960 --> 00:32:06,440
voters who actually support the 
sitting president. 

548
00:32:06,440 --> 00:32:08,560
I. 
Mean we have, we have in Austria

549
00:32:08,560 --> 00:32:13,840
we have a right wing populist 
party who just got 25 point 

550
00:32:13,840 --> 00:32:16,600
something percent in the 
European elections. 

551
00:32:16,600 --> 00:32:18,640
Yeah, they were number one. 
Yeah. 

552
00:32:18,640 --> 00:32:21,400
The others had 23 and 20 or 
something like that. 

553
00:32:21,880 --> 00:32:24,280
So they claim they're number one
in the country. 

554
00:32:24,720 --> 00:32:29,880
Yeah, nobody turns that around. 
Says OK, 70, almost 75% of the 

555
00:32:29,880 --> 00:32:33,360
population don't want you. 
Yeah, yeah. 

556
00:32:33,360 --> 00:32:35,320
And what was the voter turn out 
in Austria? 

557
00:32:37,520 --> 00:32:38,720
Was it 50%? 
It was. 

558
00:32:38,720 --> 00:32:39,880
It was more. 
It was OK. 

559
00:32:39,960 --> 00:32:41,040
Yeah, I don't I. 
Don't. 

560
00:32:41,040 --> 00:32:43,160
Yeah, but but for instance in 
Sweden was 53. 

561
00:32:43,160 --> 00:32:45,760
Percent, yeah, even that, but. 
Yeah, but which means that it's 

562
00:32:45,760 --> 00:32:50,120
only if, if it's 25%, it's only 
12 1/2 percent of the of the 

563
00:32:50,120 --> 00:32:51,960
population. 
Yeah. 

564
00:32:51,960 --> 00:32:56,720
So so it falls apart. 
And they claim all these parties

565
00:32:56,760 --> 00:33:00,320
claim to talk for the people. 
Yeah, yeah, yeah. 

566
00:33:00,400 --> 00:33:06,600
We are the people and I say OK, 
a well done probability based 

567
00:33:07,320 --> 00:33:12,880
opinion poll. 
You may claim that this is the 

568
00:33:12,880 --> 00:33:16,440
opinion of the people or what 
people want, think, want to say,

569
00:33:16,840 --> 00:33:19,440
whatever the outcome is, but not
like this. 

570
00:33:19,480 --> 00:33:24,840
But so again, so opinion polling
is more important today, yes, 

571
00:33:24,840 --> 00:33:27,560
than it was probably 20 years 
ago. 

572
00:33:27,880 --> 00:33:30,160
We just have the little 
challenge to get everyone to 

573
00:33:30,160 --> 00:33:32,840
understand that. 
We will. 

574
00:33:33,560 --> 00:33:35,840
How hard can it be we. 
Will continue. 

575
00:33:36,000 --> 00:33:42,160
Yeah, preaching our message, 
Yeah, No, I mean, look, we're, 

576
00:33:42,160 --> 00:33:44,200
we're we're not selling sugared 
water. 

577
00:33:44,200 --> 00:33:48,920
We're selling something which is
relevant for everybody. 

578
00:33:49,200 --> 00:33:53,200
I mean, the good thing about our
business is we really can claim 

579
00:33:53,200 --> 00:33:55,560
we. 
Yes, we do have a purpose. 

580
00:33:55,920 --> 00:33:57,680
Yeah. 
And we do have a mission. 

581
00:33:57,920 --> 00:34:02,720
This is helpful for society, for
a lot of different areas in 

582
00:34:02,720 --> 00:34:08,719
society, whether it's healthcare
or or old people's care or 

583
00:34:09,040 --> 00:34:12,480
economic decisions, etcetera. 
So there's not a lot of 

584
00:34:13,320 --> 00:34:16,400
businesses or industries which 
could claim that. 

585
00:34:16,840 --> 00:34:21,760
So by the way, it gives us the 
chance to be involved to learn a

586
00:34:21,760 --> 00:34:25,760
lot from very different topics. 
Yeah. 

587
00:34:25,840 --> 00:34:30,080
I mean, I'm dealing with 
healthcare issues, with 

588
00:34:30,600 --> 00:34:37,600
political issues, with tax 
issues, with trust in science 

589
00:34:37,600 --> 00:34:41,000
and a lot of other topics. 
So, I mean, you have to be 

590
00:34:41,000 --> 00:34:43,239
flexible in your mind, but you 
learn a lot, yeah. 

591
00:34:43,440 --> 00:34:46,800
Yeah, you do. 
And sometimes I think how would 

592
00:34:47,040 --> 00:34:52,760
the world look if we did not 
have any Gallup based research? 

593
00:34:53,120 --> 00:34:56,320
What is left? 
I would say, I mean, it's easier

594
00:34:56,320 --> 00:34:58,840
than you have. 
You have just what what you can,

595
00:34:58,880 --> 00:35:03,080
what you can see in social media
in many cases. 

596
00:35:03,080 --> 00:35:05,000
Yeah. 
So people just believe what they

597
00:35:05,000 --> 00:35:07,800
want to believe. 
They listen only to what they 

598
00:35:07,800 --> 00:35:10,840
want to listen. 
You will have a lot of opinion 

599
00:35:10,840 --> 00:35:14,320
polls being completely 
contradictory, which we already 

600
00:35:14,400 --> 00:35:19,800
see because some of them are 
either not properly set up or, 

601
00:35:19,800 --> 00:35:25,320
or methodologically doubtful. 
Others are completely 

602
00:35:25,320 --> 00:35:28,120
fabricated. 
So people are confronted with 

603
00:35:28,480 --> 00:35:34,080
different versions of something 
which claims to be a reality but

604
00:35:34,080 --> 00:35:37,720
which is not. 
And then, well, OK, so then you 

605
00:35:37,720 --> 00:35:40,640
lose the way to find a 
compromise out of that. 

606
00:35:40,920 --> 00:35:44,640
That's the compromise is, is one
of the other foundations of, of 

607
00:35:44,640 --> 00:35:47,520
democracy. 
So if everybody is in his own 

608
00:35:47,520 --> 00:35:53,080
bubble, thinking and believing 
only what he or she thinks, it 

609
00:35:53,080 --> 00:35:56,120
will not work. 
And I, I also realized that even

610
00:35:56,120 --> 00:35:58,920
the, the official statistics of 
a country will break apart 

611
00:35:58,920 --> 00:36:02,640
because it's also based to a 
large extent on Gallup based 

612
00:36:02,640 --> 00:36:04,960
research. 
The employment rate, for 

613
00:36:04,960 --> 00:36:08,480
instance, the inflation, there's
everything that is based on this

614
00:36:08,480 --> 00:36:12,440
statistical research that is 
based on the Gallup model as 

615
00:36:12,440 --> 00:36:14,400
well, although it's not Gallup 
International. 

616
00:36:14,920 --> 00:36:17,720
And in some sense, actually the,
the, the Internet penetration in

617
00:36:17,720 --> 00:36:21,440
Sweden, we are doing that 
research Novus. 

618
00:36:21,960 --> 00:36:26,240
So we, we do for, for, for the 
foundation who runs the official

619
00:36:26,240 --> 00:36:30,080
numbers for the Internet usage. 
Usage is we and that's based on 

620
00:36:30,080 --> 00:36:32,640
our research. 
Without that, you wouldn't know 

621
00:36:32,640 --> 00:36:36,400
how many people were actually on
Facebook, how active they were. 

622
00:36:36,760 --> 00:36:39,680
It's it's easy to just say, Oh 
no, it's just political polling 

623
00:36:39,760 --> 00:36:43,600
or the horse race. 
This is the from my point of 

624
00:36:43,600 --> 00:36:45,480
view, that's the most boring 
part of it. 

625
00:36:45,720 --> 00:36:47,600
This is just as you say, it's a 
horse race. 

626
00:36:47,640 --> 00:36:54,360
Yeah, it's a media event, unless
you have situations in some 

627
00:36:54,360 --> 00:36:57,840
countries, it's very important 
because then you have with a 

628
00:36:57,840 --> 00:37:01,880
good exit poll, you have a proof
whether the elections were 

629
00:37:01,880 --> 00:37:05,360
manipulated or not. 
Yeah, So this is in, in some 

630
00:37:05,360 --> 00:37:09,240
countries a relevant factor. 
But in, in, in most of our 

631
00:37:09,400 --> 00:37:12,720
developed countries in Europe 
and in the Western world, I 

632
00:37:12,720 --> 00:37:17,880
would say it's it's just a media
event and and important for some

633
00:37:17,880 --> 00:37:21,280
political candidates and for 
their PR campaigns. 

634
00:37:21,920 --> 00:37:23,120
I I agree with. 
You there? 

635
00:37:23,200 --> 00:37:27,640
There are more interesting parts
and topics for opinion polling. 

636
00:37:27,640 --> 00:37:30,480
Yeah, I agree with you and and 
I'm the one presenting the 

637
00:37:30,480 --> 00:37:34,320
political polling in Sweden. 
But I I agree with you, although

638
00:37:34,320 --> 00:37:37,240
I'm the one telling why the 
Swedish Democrat is going down 

639
00:37:37,240 --> 00:37:39,960
on social network. 
But but but that's not the most,

640
00:37:39,960 --> 00:37:44,400
it's just like a receipt of so 
many different other issues that

641
00:37:44,400 --> 00:37:49,560
we do research on all the time. 
Just one, one dimension showing,

642
00:37:50,520 --> 00:37:52,240
yeah, but it's not the most fun 
part. 

643
00:37:52,240 --> 00:37:55,240
It's not the really interesting 
thing for us as a researcher. 

644
00:37:55,280 --> 00:37:59,120
I think it's just, yeah, you 
have to do this and it's an 

645
00:37:59,320 --> 00:38:02,400
important number in this horse 
race game. 

646
00:38:02,400 --> 00:38:07,920
But, and I don't think we should
remove it, but it's just there. 

647
00:38:07,920 --> 00:38:10,680
It's often maybe without all the
other knowledge, it's just a 

648
00:38:10,680 --> 00:38:13,200
number. 
It's kind of a proof from time 

649
00:38:13,200 --> 00:38:16,640
to time that the methodology 
works because you can see the 

650
00:38:16,800 --> 00:38:19,960
actual results, yeah. 
Maybe that's enough for now. 

651
00:38:21,640 --> 00:38:23,240
Thank you so much for coming. 
You're welcome. 

652
00:38:23,600 --> 00:38:24,080
Thank you.