How SPCA measures public opinion on animal welfare: not all polls are equal
Have you ever seen an online poll pop up asking a quick question about animal welfare? Maybe something like, "Should fireworks be banned?" or "Was the government right to ban greyhound racing?" It might seem like a useful way to understand where the public stands, but not all polls are created equal.
At SPCA, we sometimes hear people point to the results of informal online polls as evidence of public opinion. But it's important to understand the difference between these kinds of polls and the robust, scientific surveys that we sometimes commission to genuinely understand how New Zealanders feel about important animal welfare issues.
SPCA commissions surveys not just to gather opinions but to understand the broader public sentiment, or what’s sometimes called ‘social licence’. Social licence refers to the level of public support or acceptance of a particular activity or industry. In the context of animal welfare, it helps us understand whether the public sees certain practices as acceptable, even if those working in or profiting from an industry see things differently.
So, what’s the difference?
Robust surveys of public opinion (a true reflection of public sentiment)
When SPCA wants to understand public sentiment, awareness, or understanding of an issue we commission surveys through an independent research agency that uses rigorous scientific methods. These surveys are designed to accurately reflect the views of New Zealanders across all demographics.
That means:
- The sample is nationally representative by age, gender, and region. This ensures we’re hearing from a broad cross-section of New Zealanders, not just the most vocal.
- The sample size is large enough to ensure statistical reliability.
- Questions are carefully worded to avoid leading or confusing language.
- Questions are balanced to capture both sides of the issue and responses are not forced (i.e. there are options for respondents to say, 'I don't know').
- The survey is independently conducted and analysed to ensure accuracy and integrity.
In short, these surveys are designed to provide a reliable overview of what the public really thinks. The results can help inform our advocacy and public education work.
Informal online polls (a quick snapshot, not science)
By contrast, informal polls, like those you might see on a news site or social media page, are not representative of the general public. Anyone can vote, often multiple times, and those with the strongest opinions (on either side) are usually the most motivated to participate. There’s no control over who takes part, how many times someone votes, or how the question is framed.
That means:
- They lack the scientific methods of sampling, data collection and analysis.
- Results can be skewed depending on who sees the poll or where it is shared.
- They are not representative of the population.
- They’re often better at measuring engagement or controversy than genuine public opinion.
They’re not useless but they are limited and should never be used as the basis of policy decisions. Think of them more like a conversation starter than a true measure of what New Zealanders believe.
Why this matters
When we’re talking about important issues, like protecting a ban on live animal exports or improving laws for animal welfare, we want to base our advocacy on accurate, reliable information. That’s why SPCA uses robust, scientific surveys to guide our work and to understand what New Zealanders really think, not just those with strong views or a financial stake in an industry. These insights help us shape effective advocacy, raise awareness, and ensure our efforts reflect the values of the people who support us.
So next time you see an online poll with dramatic results, take it with a grain of salt. While informal polls can be interesting, only well-designed, representative surveys give us a true picture of public opinion and that’s what drives informed action for animals.
Examples of SPCA surveys
Surveys reliably show that the New Zealand public cares deeply about animals and wants them to be protected from suffering. Below are a collection of national surveys commissioned by SPCA exploring public opinion about live exports and commerical greyhound racing:
