A new Reboot Illinois poll last week found Gov. Pat Quinn leading Bruce Rauner when respondents were asked for whom they'd vote if the election were today. But another poll found the numbers almost exactly reversed when the question was which candidate respondents believed to be more trustworthy.
The work that political pollsters do for free could be considered a benefit to society. People need to know how their political candidates are ranked by the public so that they can make better voting decisions and bring better-suited people to political power.
Because they do tons of polls and the same kinds of questions over and over, pollsters have a very good idea in advance of writing their questions for any given poll what phrases or even individual words will trigger a more positive answer.