Opinion polls are very influential, determining everything from how we are governed to what we eat for breakfast. But this is a completely unregulated industry, subject to human frailty and open to abuse. This offbeat and often hilarious documentary uses bogus polls to show how easily people will comment on subjects they clearly know nothing about. Viewers are then taken behind the scenes of the market research process. We see what safeguards pollsters can use to prevent skewing of results, but also how results can be predetermined in the research process.