The Harris Poll

The Harris Poll
Name	The Harris Poll
Type	Public opinion research
Founded	1963
Founder	Louis Harris
Headquarters	New York City
Services	Opinion polling, market research, data analytics

Contents

History
Methodology
Notable Surveys and Findings
Partnerships and Ownership
Reception and Criticism
Impact and Influence
See also

The Harris Poll is a long-running United States public opinion and market research firm that has conducted surveys on politics, public policy, business, brands, and culture. Founded in 1963, it built a reputation for tracking attitudes toward presidential elections, consumer confidence, corporate reputation, and social trends. Over decades it has interacted with media outlets, corporations, academic institutions, and political organizations.

History

Louis Harris, a pollster who worked with figures such as John F. Kennedy, established the organization in 1963 amid a landscape shaped by institutions like Gallup Poll and Roper Center. Early work measured attitudes toward events including the 1964 United States presidential election, the Vietnam War, and the Civil Rights Act of 1964. Through the 1970s and 1980s it polled during moments involving Richard Nixon, Watergate scandal, Jimmy Carter, and Ronald Reagan. The firm later tracked public opinion on international events like the Fall of the Berlin Wall, the Gulf War, and the September 11 attacks. Over time it engaged with corporations such as IBM, General Electric, and Coca-Cola and with media partners such as The New York Times, The Washington Post, and CNN.

Methodology

The organization employed a range of quantitative techniques including probability sampling, stratified sampling, and quota sampling drawn from frames such as residential telephone directories and later online panels. It adapted to technological changes by incorporating methodologies from providers like Nielsen, Ipsos, and YouGov. Survey modes evolved from landline telephone interviews used in eras dominated by AT&T and Bell System infrastructure to mixed-mode designs including interactive voice response, online panels hosted by firms such as Qualtrics', and mobile sampling. Weighting procedures referenced demographic benchmarks from agencies like the United States Census Bureau and standards discussed by associations including the American Association for Public Opinion Research and Pew Research Center.

Notable Surveys and Findings

The firm released high-profile polls on presidential contests involving Lyndon B. Johnson, Richard Nixon, Jimmy Carter, Bill Clinton, George W. Bush, Barack Obama, Donald Trump, and Joe Biden. It measured public sentiment on landmark legislation such as the Affordable Care Act and on crises such as the 2008 financial crisis and the COVID-19 pandemic. Corporate reputation indices assessed brands like Apple Inc., Microsoft, Amazon (company), Toyota Motor Corporation, and Facebook. Cultural polling explored topics connected to figures and works including Super Bowl, Oscars, Grammy Awards, Hollywood, Walt Disney Company, and authors like Stephen King and J.K. Rowling. The firm’s findings informed coverage by outlets such as The Wall Street Journal, USA Today, Bloomberg L.P., and NBC News.

Partnerships and Ownership

Over its history the organization underwent ownership changes and strategic partnerships with firms and investors similar to transactions involving companies such as Nielsen Holdings, WPP plc, Edelman, and private equity firms. It collaborated with media organizations including ABC News, CBS News, Reuters, and digital platforms operated by Google LLC and Facebook. Academic collaborations connected it to research centers at institutions such as Harvard University, Columbia University, Stanford University, University of Chicago, and University of Pennsylvania where scholars from departments linked to polling work and survey methodology contributed expertise. Corporate clients spanned industries represented by companies like Procter & Gamble, Walmart, Pfizer, Johnson & Johnson, and PepsiCo.

Reception and Criticism

Scholars and commentators from institutions like Massachusetts Institute of Technology, Yale University, Princeton University, University of Michigan, and George Washington University have evaluated the firm’s sampling frames, question wording, and weighting choices. Critics compared its performance to competitors including Gallup, Pew Research Center, YouGov, and Ipsos especially during tightly contested elections such as the 2000 United States presidential election and the 2016 United States presidential election. Discussions in publications like The Economist, The Atlantic, and Foreign Affairs examined challenges common to polling firms: nonresponse bias, mode effects, and likely-voter models. Debates over transparency invoked standards from organizations like the American Statistical Association and watchdogs such as PolitiFact and FactCheck.org.

Impact and Influence

Polls influenced campaign strategy for figures such as Lyndon B. Johnson, Ronald Reagan, Bill Clinton, and Barack Obama and informed corporate decision-making at General Motors, Ford Motor Company, and Johnson & Johnson. Media coverage amplified its findings on elections, public health responses tied to Centers for Disease Control and Prevention, and consumer trends affecting markets overseen by Federal Reserve System policymakers. Its indices contributed to academic literature published in journals associated with American Political Science Association, Public Opinion Quarterly, and interdisciplinary studies at think tanks like Brookings Institution and Council on Foreign Relations.