Political campaigns generally run three types of polls: benchmark, brushfire, and tracking polls. The difference between these polls mostly has to do with the sequence in which they are run and how they are expected to inform campaign strategy. Generally speaking, each of these types of polls is conducted over the phone using a list of phone numbers rented from larger political organizations. The three stages of polling noted here are used for campaigns regardless of size: from city council candidates to presidential election campaigns. The three major categories of polls are:
Benchmark polls: A benchmark poll, sometimes called a baseline poll, is conducted at the beginning of a campaign to establish baselines levels of voters’ perceptions, knowledge, and opinions of a candidate. Benchmark polls are usually made up of a short series of survey questions that provide the poller with a snapshot of the existing political landscape. This allows the organization or campaign to get a baseline of public support and plot their initial campaign strategy.
Brushfire polls: These are conducted to gauge changes in voter sentiment during a race. A common brushfire poll seeks to measure a candidate’s popularity by checking “favorable” and “unfavorable” ratings. Brushfire polls are also used to measure support on important issues and to craft messaging, like stump speeches or political advertising. Campaigns will use these polls to gauge public opinion on hot button topics like foreign policy or economic issues.
Tracking polls: Tracking polls are regular polls that a campaign runs up until election day. Tracking polls generally ask consistent questions and track upticks or slips in a candidate’s popular support.
Exit polls: An exit poll is a type of poll conducted at a polling place on election day. Exit polls require campaign workers to poll voters as they leave their polling location asking them who they voted for. Exit polls are used to predict results and dictate election day strategy changes. https://www.masterclass.com/articles/what-is-an-election-poll#4-types-of-polls-for-political-campaigns
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