Wesley Fryer – CC BY-SA 2.0
- Public opinion surveys may comprise the grist for news stories, particularly around election season.
- Surveys conducted by academics or research organizations may become the topic of news stories when those specialists share their results with the public.
- Market researchers and advertisers rely heavily on syndicated research services such as GfK MRI or Experian Simmons that do extensive polling to learn about consumers and their media and product purchase habits.
- Public relations professionals monitor the attitudes and opinions of the stakeholders towards their client or company in order to influence how those stakeholders feel or behave.
- Media company researchers use surveys they conduct themselves to understand more about the audiences for their product — news organizations want to understand who is reading/viewing/listening (and who isn’t) in order to grow their circulation or viewer/listenership; magazine publishers want to know whether they should invest in a new design or start a sister publication (e.g. Vogue and Teen Vogue).