If 2016 taught us anything, it was that traditional polling alone is no longer enough to provide reliable data on which to base key decisions on for a campaign. Traditional online polls and IVR type phone calls do not let you hear the anger or the apathy in the constituents, and they don’t measure the sentiment in context. They simply provide a small glimpse of a larger puzzle, ignoring the core components of humanity--the understanding of which can make all the difference in running a successful and agile campaign.