Not even their members saw it coming, and neither did the press.
But it is not surprising. Polling companies have taken several image hits after failing to predict Brexit and Trump's victory. They are only as good as their last accurate prediction.
Journalism relied on polls a lot for stories, which I always found odd. You can't judge these times by poll, and even Twitter is not accurate measure of public opinion.
But polling firms also relied on journalism to keep in the public eye and come across as authorities. It was a mutually beneficial relationship, but with the collapse of journalism, polling companies lost a lot of clout and cache, and here in Canada, this is a bigger blow than it first appears...