The opinion and market research company Novus welcomes the recent debate in which several leading newsrooms have raised critical questions about opinion polls' methodology and reliability. According to the company, the discussion underscores the importance of a scientific basis for maintaining trust in a knowledge society. The background is published polls in the news media with trust ratings for party leaders that deviate sharply from results based on established, scientific methods.- It is very gratifying that the news media are now trying to bring order to this. During an election year, opinion polls often become the most read content, and a heavy responsibility then rests on the newsrooms to deliver an accurate picture of the will of the people, says Torbjörn Sjöström, CEO of Novus.Novus states that it has long been one of the stronger voices defending research-based methodology within the survey industry. Today, random sampling is the method accepted by all major Swedish newsrooms.