Opinion polling has consistently underestimated new political parties and it will do so again in 2024
27 October 2023
We’ve been at this point before where opinion polling underestimates the impact new political players such as ActionSA will have on the electoral landscape. And, with the 2024 elections just a few months away, opinion polling will again underestimate the impact we will have. That is why recent opinion polling does not disturb us because we know that we have proven them very wrong before and will do so again next year.
In the days leading up to the 2021 municipal government elections, opinion polls after opinion polls suggested that ActionSA would struggle electorally. An Ipsos Poll on 7 September 2021 said we were likely going to attract 1% of the popular support. At the end of September 2021, the Centre for Risk Analysis proposed that our support lay slightly below 1%. But, on election day on 1 November 2021, we proved the opinion polls wrong - achieving 2.36% of national popular support despite only contesting in six out of 278 municipalities. In Gauteng alone, ActionSA achieved over 10% of the entire Province after only contesting 3 out of the 9 Municipalities.
While opinion polls tried to distract our activists, I steadfastly maintained that ActionSA would shock pollsters and commentators alike. From working on the ground in communities in Gauteng and KwaZulu-Natal, I knew that there was a groundswell of support and that pollsters were getting things wrong. My interactions with everyday South Africans showed me that ActionSA’s message of building a political alternative was resonating. In the end, I was proven right when ActionSA achieved double the support that any opinion poll suggested we’d achieve.
We have to keep this in mind as we embark on the 2024 election campaign. This is because opinion polling has struggled to accurately predict support for new political players. Next year will be the very first elections ActionSA will be contesting nationally and therefore there is no precedent for pollsters to make use of. Pollsters make use of previous electoral outcomes when allocating the support of undecided voters during polling - but if there is no previous electoral outcome for a political party, how will they be able to allocate that support? Furthermore, polling is often heavily influenced by the views of voters in urban areas while neglecting the views of rural voters.