Pollsters need to adjust their polling methods to take into account the growing importance of the internet as a platform, a SurveyMonkey researcher told CNBC.
Jon Cohen, senior vice president for survey research at SurveyMonkey, told CNBC's "Squawk Box" the polling industry had for decades relied on telephone responses from voters to do election polling and that the method had deteriorated dramatically over time.
"The entire industry does need to retool itself around the internet," Cohen said.
On the eve of Election Day, a final poll from NBC News | Survey Monkey had shown Clinton maintaining a 6-point lead over Trump.The latter's victory came on the back of winning majority of the electoral votes, fueled by apparent wins in swing states of Florida, North Carolina, Ohio and Pennsylvania, whereas Clinton won the overall popular vote.
"We don't know whether polls were actually wrong on voter preferences between Donald Trump and Hillary Clinton," Cohen said, arguing voter turnout on Election Day was the key factor.
"Polls can still really be good on preference but closing that gap, in terms of intention ... (and) the voting action, in this case, is something that's tremendously difficult."