Political polls are an integral part of the communication process that takes place between politics and voters. They play particularly important role in election campaigns, though, apart from them, in the era of so-called permanent campaign politicians willingly and attentively listen to the voice of the public opinions adapting their political actions to the preferences of majority of citizens. The role and importance of political polls in the world is steadily growing. Over the last several years there has been a great progress in this field. Demoscopy centres improve the tools and techniques to reach the respondents and enter into new areas of life using an increasingly modern technologies. The primary objective of public opinion research is to collect and develop as much information to help in order to characterize the political market and analyse the on-going phenomena and reveal trends. From this perspective, they are one of the best tools for the diagnostic of opinion and beliefs of society. The success of public opinion research depended on purely realistic reasons. Politicians recognized the importance of surveys as a tool that is useful in the process of governance. Thus, political polls have become a barometer of public sentiment. Political polls are highly trusted by the voters who regard them as credible and influential source of political preferences of Poles.