Can a small group of people really speak for an entire nation?

It sounds impossible, but you don't actually need to talk to everyone to see the big picture. A small, well-chosen group can tell you exactly what the whole country is thinking.

The secret is the "mix." As long as that group includes a diverse range of voices, men and women, young and old, urban and rural, the data holds up.

Think about the recent election survey. They don't knock on every single door in the country. Instead, they use "sampling." When that sample is picked correctly, the results from a tiny group of people end up mirroring the final election outcome almost perfectly. It’s not magic; it’s just smart data.