Episode 17

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Published on:

25th Jul 2025

Strength in Numbers with G. Elliott Morris

Farrah Bostic talks with G. Elliott Morris, the founder of Strength in Numbers (and author of a book by the same name) to discuss the evolution of data journalism and the critical role of public opinion polling in a healthy democracy. Morris, formerly of The Economist and FiveThirtyEight, shares his vision for a new era of "pollster-driven poll journalism" and how he aims to fill a crucial gap in the media landscape.

We also discussed Strength in Numbers' July Poll, which looked at everything from Trump's approval numbers, to Democrats' weakness on the generic ballot, to the unpopularity of specific provisions of the reconciliation bill, to how people feel about third parties (and Musk's third party specifically).

A core feature of these polls is that Morris takes suggestions from his community for questions to put on the polls - which means that the public gets a say in what we put on public opinion surveys for once.

You can check out the latest July poll from Strength in Numbers (and subscribe) here: https://www.gelliottmorris.com/p/new-poll-dems-lead-house-generic

You can also find his book, Strength in Numbers: How Polls Work and Why We Need Them here: https://wwnorton.com/books/strength-in-numbers

Our Guest

Elliott Morris is a data-driven journalist and author living in Washington, DC. He is the author of STRENGTH IN NUMBERS: How Polls Work and Why We Need Them, a book about public opinion polling and democracy which was published in 2022 by W. W. Norton.

Elliott was most recently the Editorial Director of Data Analytics at ABC News, where he developed polling aggregation and election-forecasting models and managed the research and data visualization teams for ABC’s data-journalism website FiveThirtyEight/538. He was a regular guest on the network’s broadcast and streaming news programs providing political analysis on notable events and upcoming elections.

He is the founder of Strength in Numbers, a data-driven news website that provides regular analysis of national politics and elections in the United States.

Your Host

Farrah Bostic is the founder of The Difference Engine, a strategic research and innovation consultancy. Drawing on her extensive background in research and strategy, she examines how power dynamics and data patterns shape both democratic institutions and market environments, bringing a sharp analytical perspective to the intersection of politics, data, and business. 

Her incisive questioning style and ability to connect political movements with business implications makes Cross Tabs essential listening for political analysts, business leaders, and engaged citizens seeking to understand the forces shaping our political and economic landscapes. 

Learn more about Farrah’s experience helping B2B and B2C companies across various industries turn audience insights into effective strategies at thedifferenceengine.co, and be sure to connect with her on LinkedIn if you’d like to discuss how The Difference Engine can help your business grow with authentic customer insights.

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📍 Produced by The Difference Engine

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About the Podcast

Cross Tabs
People • Data • Power
Our world is governed by numbers — surveys, polling, algorithms, and data.

On Cross Tabs, we bring you the stories behind these numbers. This podcast is your introduction to the people, perspectives, and agendas that shape our reality, and call it “public opinion”.

We invite experts to discuss pressing issues and walk us through their methods. You’ll hear about the issues that matter from some of the brightest thinkers in policy and politics, tech and business.

Join us and you’ll learn about how polling works — or doesn’t work — and how research can be manipulated to advance a political agenda. Discover the history of topics in the news and hear insights on culture and society.

And learn what’s really at risk in the race to influence and optimize, well, everything.

The show is hosted by Farrah Bostic, founder of The Difference Engine, where she works as a qualitative researcher and strategist working outside The Beltway to understand what drives business leaders, experts, and people like you so we can all make better decisions.