UNF Public Opinion Research Lab rated No. 12 best in nation

The University of North Florida Public Opinion Research Lab (PORL) has been named the 12th best pollster in America by 538, a prestigious pollster rating group owned by ABC News. 

The rating is based on empirical accuracy and methodological transparency. Accuracy is measured by the average error and average bias of a pollster's polls and transparency is quantified by how much information each pollster released about how every poll was conducted since 2016. 

“It’s really affirming to be recognized for accuracy and transparency,” said Dr. Michael Binder, UNF PORL director and national polling authority. “In a field that is often criticized for inaccuracy, I am proud to be recognized for our precision and high ethical standards.” 

PORL, which opened in 2001, is one of only two dedicated live caller academic survey centers in Florida. The full-service survey research facility is operated by UNF students under the direction of Binder. 

PORL receives most of its national media attention for political polling, but it also works with clients from across the public, nonprofit and private sectors to gauge public sentiment and awareness around topics ranging from economic impact to public safety. In 2023, PORL conducted 31 large polling projects with over 14,150 surveys completed. 

The lab works to collect and share data that contributes to the knowledge and public understanding of impactful social, economic, political and health issues. It produces reliable data through carefully executed research of the highest caliber of academic integrity to provide partners and policymakers with independent, non-partisan information directly from clients and constituents. 

Student involvement is a core component of all PORL research studies, engaging hundreds of students every year across UNF’s colleges and departments, providing them with experiential learning opportunities as well as valuable skills in data collection and survey research. Students learn about commitment to objectivity and transparency using scientific and accurate data that can be recreated and confirmed, while learning how to communicate with people throughout the country, contribute to public discourse and see how poll results can raise awareness about issues and impact policies. 

PORL is a member of the American Association for Public Opinion Research (AAPOR), the most highly recognized organization for public opinion research and research professionals; a charter member of the AAPOR Transparency Initiative, which seeks to improve the transparency of methodology and survey-based findings amongst research organizations; and a member of the Association of Academic Survey Research Organizations (AASRO), comprised of more than 60 academic survey centers across the country. 

PORL staff include director Binder, who has worked at the PORL since 2011 when he took over from former UNF professor Dr. Matthew Corrigan; Andrew Hopkins, assistant director, who has been working in the lab since he was a student pursing his Master’s in Public Administration (MPA) degree in 2011; Eva Matthews, research coordinator and MPA alumna; Joseph Hyder, lab coordinator; and Rachel McDonald, operations manager.