I did market research recently for a water company looking to increase some sort of charge. It made me realise how fake these surveys we hear so much about.

1. We were asked questions in a circle and had to explain our answer if we said no whereas a yes meant they just moved on, creating social pressure to say yes to everything (especially in Britain where we are so reticent).

2. It started at 7 on a week night where everyone was tired from work. We had a huge motive to just get it done quickly.

3. We were paid quite well for it, which once again placed social pressure on you to give the right answers.

4. A very hot girl ran the session which turned the men into butter next to a candle. They would have endorsed Satan to get her approval.

Now whenever they mention ‘surveys’ I know how they can manipulate the process to get the results they want.

The media sneered etc at Trump calling her Pocahontas but it worked. By ‘branding’ his opponents you think of their worst quality every time he mentions them. It is so effective.

You can see why he so deranges the political world: imagine being some hugely paid political consultant and he trumps all your toil just by calling people names and being funny.