Have you been following the massive election procedure of the world’s largest democracy, closely? If yes, then you know that as the elections near its final leg, no one is going to be more sought after than the market research agencies responsible for the number crunching that is, exit polls.

Let’s try and understand the underpinnings of a poll - an exit poll/opinion poll/a brand dipstick and why as marketers and brand custodians, we must take them with a pinch of salt.

This has always been technology’s story. From radio, to TV, to cable and satellite TV. Technologies came, became cheaper and penetrated into less affluent India. Continuously bridging segments, and creating larger homogenised audiences.