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NORC studies trends in news consumption and supports journalists and the public with trustworthy data on the issues of the day.

Few things are more important to the success of democracy than ensuring that citizens and policymakers have accurate, unbiased information and analysis about the key issues of the day. To meet that need, NORC partnered with The Associated Press to create The Associated Press–NORC Center for Public Affairs Research (The AP-NORC Center). By combining NORC’s worldwide research capacity with the authority and communications reach of The Associated Press, the AP‑NORC Center has been able to conduct fast, in‑depth research on a number of issues, including health care costs and coverage, Americans’ opinions about security and online surveillance, and public opinion in Russia. 

Among The AP-NORC’s most prominent projects, the Media Insight Project comprises a series of studies meant to inform the news industry and the public about various important issues facing journalism and the news business. In response to changes in voting behavior that have made traditional exit polling less accurate—including the growing adoption of early voting and voting by mail, and voters’ declining willingness to engage with pollsters— The AP-NORC Center developed AP VoteCast, a comprehensive, probability-based voter survey. After years of testing, AP VoteCast debuted successfully in 2018 and has since become the new standard of election surveys and has been adopted by Fox News, NPR, PBS NewsHour, Univision News, USA Today Network, and The Wall Street Journal.

News & Journalism Experts

Highlighted Projects

AP VoteCast

More inclusive and accurate polling of the dynamics behind America’s elections

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The Associated Press

The AP-NORC Monthly Poll

Making news with highly reliable monthly polls on current events and trends

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The Associated Press

Russian Public Opinion in Wartime

Survey of Russian adults reveals varied views on leadership and political reform

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NORC at the University of Chicago