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World Association for Public Opinion Research (WAPOR) Definition

An association with the mission of establishing and promoting contacts between persons and institutions in the field of qualitative and quantitative scientific research on opinions, attitudes, and behavior and improving and protecting the use of such research in national and international affairs.

The World Association for Public Opinion Research (WAPOR) is a global professional organization that advances the understanding and application of public opinion research, including both qualitative and quantitative methods. While its core focus is on opinion, attitude and behavior research in a social and political context, its influence extends into market research, particularly where consumer sentiment, polling and behavioral insights intersect with branding, policy or communications strategy.

Who relies on WAPOR?

Professionals who benefit from WAPOR include:

• Marketing researchers exploring public sentiment toward brands, advertising or social issues.
• Polling organizations involved in consumer or electoral opinion tracking.
• Academics and scholars publishing research on public attitudes.
• Survey methodologists and data scientists seeking to improve questionnaire design or sampling rigor.
• Global institutions and NGOs using public opinion research to inform policy or program design.

WAPOR serves as a forum for exchanging ideas, validating methodologies and connecting researchers across borders and sectors.

Why should I care about WAPOR?

If you conduct surveys or analyze public opinion, WAPOR can elevate your work. It offers access to best practices in research methodology, supports cross-national comparison studies, highlights ethical challenges and guidelines in public data collection, provides networking opportunities through conferences and working groups, and publishes the International Journal of Public Opinion Research, a valuable source of peer-reviewed scholarship.

Whether you’re working in commercial marketing research, social research or political polling, WAPOR’s resources can help you improve your credibility, methodological rigor and global relevance.

What is important about WAPOR?

• Global collaboration: WAPOR promotes international standards and facilitates connections among researchers in over 60 countries.
• Methodological excellence: It champions scientific rigor in the design, collection and interpretation of opinion and attitude research.
• Ethics and advocacy: WAPOR advocates for the free and transparent use of public opinion data, especially in regions where such research may face restrictions or political pressure.
• Education and influence: Through its conferences, publications and regional chapters, WAPOR provides continuous professional development and helps shape how public opinion research is integrated into business and public policy.

In summary, WAPOR is a cornerstone institution for those who want to stay at the forefront of ethical, high-quality opinion and attitude research – making it a highly relevant association for many in the field of market research.