Traditional market researchers are cold and calculating and scientific.

Though he now believes humans have contributed to global warming he maintains that the science was in fact incomplete and his recommendation sound at the time he made it. '" In an editorial response the Wall Street Journal wrote that "PolitiFact's decree is part of a larger journalistic trend that seeks to recast all political debates as matters of lies misinformation and 'facts' rather than differences of world view or principles.

” He is also an author of business books dealing with communication strategies and public opinion. Luntz's specialty is “testing language and finding words that will help his clients sell their product or turn public opinion on an issue or a candidate.