Vox Pop Labs

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City: Toronto

State: Ontario

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Country: Canada

vox pop is a technique used by journalists which consists of interviewing people at random about their views on a given topic, the idea being to represent opinions from a generic cross section of the population. Of course, the number of people interviewed is too small to be a true representation of public opinion. Their technologies now allow us to survey hundreds of thousands of people in the time it takes a journalist to conduct a single interview. And their statistical models allow us to transform these survey data from anecdotal insights into representative statements about the public.

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