After 25 years in polling, we are developing a new news product: fast, timely answers from real people, strengthened by AI and the knowledge that already exists.
01 · News value first
From a current story to a measurable question
The product begins in the news stream. AI reviews official data, existing research, local signals and the current debate. It helps the newsroom find the one question where an answer from the population can move the story forward.
AI should not guess what people think. AI should help us ask them faster and better.
02 · Real answers
A population pulse — not synthetic people
The decisive data point comes from real respondents. A smaller, targeted sample is collected quickly and calibrated against known population parameters. The result is presented with a clear method, uncertainty and the limitations arising from the question and the sample.
These are not AI-generated opinions. They are people’s own answers, placed in a stronger data context.
03 · Hours rather than weeks
Built for the news cycle
A traditional survey may be too slow or too expensive for the story that matters today. The ambition is a streamlined production line in which research, questions, data collection, calibration, analysis and the methodology box are connected from the start.
The newsroom should be able to move from a current question to a publishable population signal while the story is still alive.
04 · Lower cost
Spend the budget on what we do not know
Official statistics, existing research and behavioural signals are reused where they already provide a reliable answer. The human sample is used precisely where only people can add new knowledge. This reduces unnecessary interviews and makes continuous measurement realistic for many more media organisations.
05 · A new news format
People’s answers as continuous editorial infrastructure
The revolutionary element is not AI alone. It is the combination of timeliness, documented background knowledge and rapid human verification. The aim is to make credible population signals something a newsroom can use often — not only during elections or major special projects.
The result may be a headline, a local barometer, a recurring population pulse or the beginning of a larger investigation.