Rob Daves is the principal researcher at Daves & Associates Research. He has more than three decades of experience doing quantitative and qualitative research in a number of realms – strategic decisions in the news media, financial services and health care industries, for HR departments, for state government agencies; and for media polling, including accurate, timely pre-election polling. He also is an experienced teacher, having taught survey methods and data collection at the University of Minnesota's Humphrey School since 2008, and having conducted seminars for journalists for decades before that. An experience focus group moderator, he also had conducted in-depth interviews and web usability studies for clients ranging from a state lottery to the U.S. Air Force. He has a bachelor of science in sociology (magna cum laude) from Western Carolina University, and a master of arts from the University of North Carolina, where he specialized in journalism, audience market research, and mass communication research. He is past president of the American Association for Public Opinion Research and worked with a team that won the organization’s Innovator’s Award in 2003 for his contributions to measuring and understanding survey non-response. He is a Fellow of the Midwest Association for Public Opinion Research. He directed strategic market research at the Star Tribune newspaper in Minneapolis for two decades, helping it understand it customers and readers and contributing to its strategic direction.