The Generation Lab uses very questionable methodology. It is a junk pollster.
Non-probability sampling: The company's use of proprietary panels and "innovative approaches" for recruitment (e.g., advertisement-based, geographic, and quota sampling) does not constitute a
true probability-based sample, the gold standard in polling Online poll biases: Online surveys, though effective for reaching the target demographic,
can introduce biases. These may include
selection bias, as participants come from an opt-in panel, and non-response bias, as those who choose to participate may differ from those who do not.
- Lack of independent, comprehensive review: While individual polls may state their margin of error and be cited by reputable sources, there is a lack of widespread, external academic evaluation of Generation Lab's overall accuracy compared to major, long-standing pollsters.