# Poll Opinion Research > Research public opinion, polling data, and sentiment trends using Pew Research, Gallup, Ipsos, Eurobarometer, YouGov, and other major polling organizations. Produces a structured report with data tables, trend analysis, and full source attribution. - Skill: `joshuashepherd/poll-opinion-research` (Agent Skill) - Install (CLI): `npx skillmds@latest add joshuashepherd/poll-opinion-research` - Raw SKILL.md: https://api.skillmd.com/api/skills/joshuashepherd/poll-opinion-research/raw - Safety review: pending (external: skill-scanner PASS, skillspector PASS) - Works with: Claude Code, Claude.ai, OpenAI Codex - Category: Docs & Writing - Author: JoshuaShepherd (https://skillmd.com/u/joshuashepherd) - Updated: 2026-09-08 - Page: https://skillmd.com/skills/joshuashepherd/poll-opinion-research --- Research public opinion and polling data on: $ARGUMENTS $ARGUMENTS can include: - A topic (e.g. `public attitudes toward AI`, `trust in institutions`, `political polarization`) - A geographic focus (e.g. `--region US`, `--region EU`, `--region global`) - A time range (e.g. `--since 2020`, `--trend 2015-2025`) - A demographic focus (e.g. `--demo age`, `--demo partisan`, `--demo education`) - An output path override (default: `_research/polling/`) - A depth flag (e.g. `--depth quick` for headline numbers, `--depth deep` for full trend analysis) - Empty — ask the user what topic they want opinion data on --- ## Purpose This skill performs **live research across major polling and public opinion organizations** to find the most current and authoritative data on what people think, believe, and feel about a given topic. It retrieves published survey findings, trend data, demographic breakdowns, and cross-national comparisons, then organizes everything into a structured, citation-rich report. **What it produces:** - `_research/polling/[topic-slug]/README.md` — headline findings and executive summary - `_research/polling/[topic-slug]/data-tables.md` — all extracted polling numbers in table format - `_research/polling/[topic-slug]/trend-analysis.md` — how opinion has changed over time - `_research/polling/[topic-slug]/demographic-breakdowns.md` — opinion by age, education, gender, party, etc. - `_research/polling/[topic-slug]/methodology-notes.md` — sample sizes, margins of error, methods - `_research/polling/[topic-slug]/source-index.md` — all searches run, pages fetched, retrieval status --- ## Source Organizations ### 1. Pew Research Center (Primary — US & Global) **What it is:** Non-partisan fact tank. Conducts extensive public opinion polling on technology, politics, religion, media, demographics, and global affairs. Among the most respected and frequently cited survey organizations. Regularly publishes AI-specific opinion research. **Web Endpoints:** ``` # Main search https://www.pewresearch.org/search/{query} # Topic pages (curated collections) https://www.pewresearch.org/topic/science/science-issues/artificial-intelligence/ https://www.pewresearch.org/topic/politics-policy/ https://www.pewresearch.org/topic/internet-technology/ https://www.pewresearch.org/topic/religion/ # Data sets (downloadable) https://www.pewresearch.org/datasets/ # Global Attitudes https://www.pewresearch.org/global/ ``` **Search strategy:** ``` site:pewresearch.org "{topic}" survey 2024 OR 2025 site:pewresearch.org "{topic}" public opinion site:pewresearch.org "{topic}" Americans say ``` **What to extract:** - Headline percentages (e.g., "52% of Americans say...") - Trend data (same question asked over multiple years) - Demographic breakdowns (age, education, party, race/ethnicity, gender) - Methodology boxes (sample size, dates, margin of error) - Full report URLs for citation **Usage notes:** - Reports are freely available online with detailed methodology - Pew often publishes crosstabs and topline questionnaires as PDFs - Their data is considered gold standard for non-partisan opinion research - Check both the main report and any "detailed tables" or "appendix" links ### 2. Gallup (Primary — US & Global Tracking) **What it is:** Long-running polling organization with tracking polls on confidence in institutions, economic outlook, social issues, and well-being. Valuable for longitudinal trends spanning decades. **Web Endpoints:** ``` # Main search https://news.gallup.com/search/default.aspx?q={query} # Topic pages https://news.gallup.com/topic/technology.aspx https://news.gallup.com/topic/world-affairs.aspx https://news.gallup.com/topic/politics.aspx # Gallup Analytics (some data free, some gated) https://www.gallup.com/analytics/ ``` **Search strategy:** ``` site:gallup.com "{topic}" poll survey 2024 OR 2025 site:news.gallup.com "{topic}" Americans "gallup poll" "{topic}" 2024 OR 2025 ``` **What to extract:** - Tracking poll trend lines (Gallup often asks the same question for 10-50+ years) - "Confidence in institutions" data - Economic confidence index numbers - "Most important problem" data - Demographic breakdowns where published **Usage notes:** - Published poll reports at news.gallup.com are free to read - Some deeper analytics and datasets require subscription - Gallup's value is in **longitudinal trends** — always look for historical comparison - Note when data is from Gallup Panel (online) vs. traditional phone polling ### 3. Ipsos (Global Multi-Country Surveys) **What it is:** Multinational research firm that publishes regular global surveys on technology perceptions, social issues, trust, and current events. Excellent for cross-country comparison data. **Web Endpoints:** ``` # Main search/publications https://www.ipsos.com/en/knowledge/search?search={query} # Global Advisor surveys https://www.ipsos.com/en/ipsos-global-advisor # What Worries the World (monthly tracking) https://www.ipsos.com/en/what-worries-world ``` **Search strategy:** ``` site:ipsos.com "{topic}" survey global 2024 OR 2025 "ipsos" "{topic}" public opinion poll site:ipsos.com artificial intelligence OR AI survey ``` **What to extract:** - Cross-country comparison tables (typically 25-30 countries) - "What Worries the World" monthly tracking data - Global averages vs. country-specific figures - Trust/confidence metrics - Infographics and data visualizations (note the data within them) **Usage notes:** - Published reports and infographics are free - Ipsos Global Advisor surveys typically cover 25-30 countries with ~1,000 respondents each - Reports often come with downloadable PDFs containing full data tables - Particularly strong on AI perceptions — they run regular multi-country AI surveys ### 4. Eurobarometer (EU Public Opinion) **What it is:** The European Commission's public opinion survey program. Conducted in all EU member states plus candidate countries. Covers technology, science, values, social issues, and EU policy. **Web Endpoints:** ``` # Main portal https://europa.eu/eurobarometer/screen/home # Search surveys https://europa.eu/eurobarometer/surveys/browse/all/theme/all # Open data portal (full datasets) https://data.europa.eu/data/datasets?query=eurobarometer ``` **Search strategy:** ``` site:europa.eu eurobarometer "{topic}" "eurobarometer" "{topic}" 2024 OR 2025 "special eurobarometer" "{topic}" "standard eurobarometer" "{topic}" ``` **What to extract:** - Country-by-country breakdowns across all EU members - Trend data (Eurobarometer has tracked some questions for 40+ years) - Demographic breakdowns (age, education, occupation, urbanization) - Special Eurobarometer reports on specific themes (AI, science, digital) - Standard Eurobarometer tracking questions on trust, economy, issues **Usage notes:** - All reports and datasets are **completely free** and open - Full datasets are downloadable from the EU Open Data Portal - Two types: "Standard" (biannual tracking survey) and "Special" (topic-specific deep dives) - The Special Eurobarometer on AI/digital is particularly rich - Reports include methodology, sample sizes per country, and margin of error - Available in all EU languages ### 5. YouGov (High-Frequency Digital Polling) **What it is:** Online polling firm that publishes a high volume of topical polls across US, UK, and other markets. Fast-turnaround polling on current events and trending topics. Also runs brand tracking. **Web Endpoints:** ``` # Main results/articles https://today.yougov.com/search?q={query} # Topics https://today.yougov.com/topics/technology https://today.yougov.com/topics/politics # YouGov-Cambridge tracking https://today.yougov.com/topics/yougov-cambridge ``` **Search strategy:** ``` site:today.yougov.com "{topic}" poll site:yougov.co.uk "{topic}" survey "yougov" "{topic}" 2024 OR 2025 poll results ``` **What to extract:** - Topical poll results (often with demographic crosstabs) - Favorability/approval ratings - "Most important issue" tracking - Brand/entity perception data - Cross-country comparisons (US/UK primarily) **Usage notes:** - Published poll results are free to read - YouGov polls are online panel-based (note this in methodology) - Very high volume — useful for finding polls on niche topics - YouGov-Cambridge Centre for Public Opinion Research produces more rigorous studies - Data Explorer tool sometimes allows custom crosstabs ### 6. Morning Consult (Tech & Industry Tracking) **What it is:** Data intelligence company with high-frequency polling. Strong coverage of technology perception, brand trust, and industry-specific sentiment. Publishes regular AI tracking data. **Search strategy:** ``` site:morningconsult.com "{topic}" poll survey "morning consult" "{topic}" 2024 OR 2025 survey site:pro.morningconsult.com "{topic}" ``` **What to extract:** - Technology adoption and perception metrics - AI-specific tracking polls - Brand trust and favorability data - Demographic and partisan breakdowns - Trend tracking over quarters **Usage notes:** - Some content is free, some requires Pro subscription - Their AI tracking data is among the most current available - Note when data is from free reports vs. gated Pro content ### 7. ANES & GSS (US Longitudinal — Deep Demographic Data) **What it is:** - **ANES** (American National Election Studies): Deep surveys on political attitudes, values, and participation. Conducted every election cycle since 1948. - **GSS** (General Social Survey): Broad sociological survey on American attitudes and behaviors. Conducted since 1972 by NORC at University of Chicago. **Web Endpoints:** ``` # GSS Data Explorer https://gssdataexplorer.norc.org/ https://gss.norc.org/ # ANES https://electionstudies.org/ https://electionstudies.org/data-center/ ``` **Search strategy:** ``` site:gssdataexplorer.norc.org "{topic}" site:electionstudies.org "{topic}" "general social survey" "{topic}" trend "ANES" "{topic}" attitudes ``` **What to extract:** - Multi-decade trend lines on social attitudes - Extremely detailed demographic breakdowns - Political behavior and participation data (ANES) - Social trust, religion, work, family, race attitudes (GSS) **Usage notes:** - Both datasets are **completely free** to access and download - GSS Data Explorer allows running crosstabs online without downloading data - These are the gold standard for understanding long-term American attitude change - Academic-quality methodology — probability samples, detailed codebooks - ANES cumulative file spans 1948-present; GSS spans 1972-present ### 8. Stanford HAI AI Index (AI-Specific Annual Report) **What it is:** The Stanford Institute for Human-Centered AI publishes an annual AI Index Report that compiles AI-related polling data, public perception trends, policy attitudes, and industry sentiment from multiple sources. **Web Endpoint:** ``` https://aiindex.stanford.edu/report/ ``` **Search strategy:** ``` site:aiindex.stanford.edu public opinion OR perception OR survey "AI Index Report" public opinion "{year}" "Stanford HAI" AI public perception survey ``` **What to extract:** - Aggregated public opinion data from multiple polling sources - Cross-national AI perception comparisons - AI policy preference data - Workforce and industry sentiment on AI - Media coverage analysis of AI topics **Usage notes:** - The full report is **free to download** as PDF - Published annually (typically March-April) - Compiles data from Pew, Ipsos, Gallup, Eurobarometer, and other sources — very useful as a meta-source - Includes data visualizations that synthesize multiple polls --- ## Research Process ### Phase 1 — Scope & Strategy Before searching, establish: 1. **Topic** — What opinion/attitude are we measuring? 2. **Geography** — US only? EU? Global? Specific countries? 3. **Time frame** — Current snapshot? Trend over time? 4. **Demographic interest** — Any particular breakdowns needed (age, party, education)? 5. **Search terms** — Generate 3-5 query variations: - The topic as commonly polled (e.g., "artificial intelligence" not just "AI") - Related framings (e.g., "automation" OR "machine learning" alongside "AI") - Polling-specific language ("survey" "poll" "public opinion" "Americans say") State the strategy before executing. ### Phase 2 — Multi-Source Search Search across all relevant sources in priority order: **For US opinion:** 1. Pew Research Center (most authoritative, detailed methodology) 2. Gallup (best for longitudinal tracking) 3. YouGov / Morning Consult (most current, highest frequency) 4. ANES / GSS (deepest demographic data, longer time horizons) **For global/comparative opinion:** 1. Pew Global Attitudes 2. Ipsos Global Advisor 3. Eurobarometer (EU-specific) 4. YouGov (US/UK comparison) **For AI-specific opinion:** 1. Pew (regular AI surveys) 2. Stanford HAI AI Index (aggregated data) 3. Ipsos (global AI perception surveys) 4. Morning Consult (AI tracking) 5. Eurobarometer Special on Digital/AI For each source: - Run 2-3 search query variations - Fetch the most relevant report pages - Extract data tables, percentages, and trend data - Record methodology details (sample size, dates, method) - Log all searches in the source index ### Phase 3 — Data Extraction For each poll or survey found, extract into structured format: | Field | Description | |-------|-------------| | `source` | Organization name | | `report_title` | Full title of the report or article | | `publication_date` | When the report was published | | `fieldwork_dates` | When the survey was conducted | | `sample_size` | Number of respondents | | `population` | Who was surveyed (US adults, global, registered voters, etc.) | | `method` | Phone, online panel, in-person, mixed | | `margin_of_error` | Overall and for subgroups if stated | | `key_findings` | Top-line percentages and findings | | `demographic_breaks` | Any breakdowns by age, party, education, gender, race, etc. | | `trend_data` | Same question asked in prior waves, if available | | `url` | Direct link to the report | ### Phase 4 — Trend Analysis When the same question has been asked across multiple time periods: 1. **Build a trend table** showing the response over time 2. **Identify inflection points** — when did opinion shift? What was happening? 3. **Note direction and magnitude** — is opinion moving slowly or rapidly? In what direction? 4. **Partisan/demographic divergence** — are different groups trending in different directions? 5. **Cross-national trends** — are patterns consistent globally or divergent? ### Phase 5 — Demographic Deep Dive Where data permits, build demographic comparison tables: ```markdown | Demographic | Favorable | Unfavorable | Unsure | |-------------|-----------|-------------|--------| | **Age** | | | | | 18-29 | X% | Y% | Z% | | 30-49 | ... | ... | ... | | 50-64 | ... | ... | ... | | 65+ | ... | ... | ... | | **Party** | | | | | Democrat | ... | ... | ... | | Republican | ... | ... | ... | | Independent | ... | ... | ... | | **Education** | | | | | College+ | ... | ... | ... | | Some college| ... | ... | ... | | HS or less | ... | ... | ... | ``` Note which breakdowns come from which source — not all polls publish the same demographic cuts. ### Phase 6 — Output Generation Write all output files with clean markdown formatting. **README.md structure:** ```markdown # Public Opinion Research: [Topic] **Date:** [YYYY-MM-DD] **Topic:** [topic description] **Geographic scope:** [US / EU / Global / etc.] **Sources consulted:** [N organizations, N reports] **Date range of polls:** [earliest to most recent] ## Headline Findings [Top 5-7 findings with specific numbers and sources] ## Key Trends [2-3 sentence summary of how opinion is changing] ## Most Surprising Finding [The data point that challenges common assumptions] ## Files in This Report - [data-tables.md](data-tables.md) — All polling numbers in table format - [trend-analysis.md](trend-analysis.md) — How opinion has changed over time - [demographic-breakdowns.md](demographic-breakdowns.md) — Opinion by demographic groups - [methodology-notes.md](methodology-notes.md) — Sample sizes, methods, margins of error - [source-index.md](source-index.md) — All searches and sources ``` --- ## Key Rules - **Numbers must have sources** — Every percentage, every data point must be attributed to a specific poll with date, source, and sample size. Never state a polling number without attribution. - **No fabricated poll data** — Never invent survey results. If you cannot find polling data on a specific question, say so. "No data found" is better than a fabricated number. - **Methodology matters** — Always note sample size, method (phone vs. online), and margin of error. A poll of 500 people has very different reliability than a poll of 5,000. - **Question wording matters** — The exact wording of a poll question dramatically affects results. When possible, include the actual question text. Note when different polls ask differently-worded questions on the same topic. - **Margin of error applies to subgroups** — A poll's overall MOE of ±3% may be ±6-8% for a demographic subgroup. Note this when presenting breakdowns. - **Online vs. probability samples** — Probability samples (Pew, Gallup phone, ANES, GSS) are methodologically stronger than online opt-in panels (YouGov, Morning Consult). Note the difference. - **Source index is mandatory** — Every search, fetch, and data retrieval must be logged in `source-index.md`. - **Recency hierarchy** — When the same organization has published multiple waves, always lead with the most recent data and show the trend.