File photo of a polling center

Polling has become an increasingly powerful force in shaping political narratives in Ghana. Global Info Analytics, under the leadership of Mussa Dankwah, has gained visibility for its regular surveys on voter sentiment, electoral trends, and governance perception.

In a country where polling was once sporadic or reserved for elites, Dankwah’s consistent output represents a shift toward broader public engagement. Yet, as both a researcher and citizen, I believe it is time to look more closely at the methods, messages, and meanings behind this growing polling culture.

To be clear, Global Info Analytics deserves credit for energizing national interest in data-driven analysis. Some of their recent predictions have aligned with actual electoral outcomes. However, this track record of success should not shield their work or that of other pollsters from critical scrutiny.

The most pressing concern is methodological opacity. While polls are often presented as representative of national sentiment, there is limited information on the precise sampling techniques, question design, or conditions under which responses were collected. Core methodological details such as how respondents were selected, how many participated per region, and what tools were used to eliminate duplicate responses are rarely disclosed. Without such transparency, claims like “70% of Ghanaians support X” risk being misleading, regardless of intent.

Moreover, recent polls have been released via social media or media interviews without supporting data or access to full questionnaires. This practice makes it difficult for independent observers to verify findings or understand how interpretations were reached. In politically charged environments, this lack of methodological disclosure can inadvertently undermine public trust.

This is not just about one organization. The challenge extends to Ghana’s broader polling ecosystem, where few actors consistently adhere to international best practices. However, institutions like CDD-Ghana and the Afrobarometer project continue to demonstrate that high-quality polling grounded in clear methods and open data is both possible and necessary.

Polling is not merely about numbers; it is about responsibility. When public opinion data is used to shape narratives and influence decisions, the methods behind those numbers must be open to scrutiny. Ghana’s polling culture stands at a crossroads: embrace transparency or risk eroding its growing credibility.

There is an opportunity here. With its influence and visibility, Global Info Analytics can lead by example by sharing full methodologies, opening its work to peer review, and helping set professional standards that benefit democracy. Only then can polling serve as a democratic mirror that reflects not distorts, but the will of the people.

Michael Ampadu is a Doctoral Researcher in Learning, Leadership, and Policy at the University of Bristol, UK