09/25/2026
🇷🇸 Meet Zoran Gavrilović, WAPOR National Representative for Serbia.
Zoran is a sociologist, public opinion researcher and Executive Director of the Bureau for Social Research (BIRODI). His work focuses on public opinion, media, institutional integrity and democratic processes. We asked him about the challenges facing public opinion research, the role WAPOR can play, and his vision for Serbia.
About the main challenges facing public opinion research today, he remarked that:
“Public opinion research is facing a challenge that goes beyond methodology: the erosion of the public sphere.
Political polarization, fragmented media, disinformation, declining trust and the rapid transformation of communication are making meaningful dialogue between citizens increasingly difficult.
In this environment, researchers must do more than measure attitudes. They need to help society understand differences between citizens, explain evidence and contribute to rebuilding spaces for informed public dialogue.”
In response, Zoran tells us -
“I believe WAPOR should help develop a new profession: the deliberator.
A deliberator would combine the methodological expertise of a public opinion researcher with the skills and public responsibility of a journalist. The deliberator would measure what citizens think, verify and explain the evidence behind public claims, and facilitate informed dialogue between people with different views.
The purpose is not to shape public opinion, but to strengthen the conditions in which public opinion can be formed freely, knowledgeably and through dialogue.
WAPOR could provide the professional standards, ethics, education and international network needed to develop this new role.”
We also asked him what is the role of the WAPOR National Representative in Serbia?
“Serbia currently has no functioning professional association representing public opinion researchers. In this context, the WAPOR National Representative can perform some of the functions normally associated with such an organization.
This includes promoting and evaluating adherence to the WAPOR–ESOMAR Code, encouraging methodological and ethical standards, supporting professional development, and documenting professional challenges.
This role is particularly important when researchers face institutional pressure, public attacks or negative media campaigns because of their research findings. Professional standards can provide not only methodological guidance, but also a basis for professional solidarity and protection.”
And finally, why is WAPOR important for Serbia?
“For Serbia, WAPOR represents a connection with the international professional community and an opportunity to strengthen the credibility and independence of public opinion research.
Media and public opinion research are two important pillars of a healthy public sphere. Their connection can help citizens distinguish evidence from political messaging and understand both the value and limitations of polling.
This should begin in secondary education. Media literacy and basic knowledge of public opinion research should become part of the education system, enabling young people to understand surveys, recognize manipulation and participate constructively in public debate.
My vision is for WAPOR to become not only a guardian of professional standards, but a laboratory for the future of democratic dialogue — developing deliberators, connecting researchers and journalists, and helping societies rebuild the public sphere.”
