This program examines the power of professional pollsters to influence public opinion. Public opinion pollsters and market researchers serve virtually every facet of American culture. Nearly everyone—from the makers of cake mix to television executives and candidates for public office—seeks to become the intimate of our private opinions for the purposes of their own strategies. In the hands of campaign consultants, the sophisticated techniques of market research become tools of political persuasion and "leaders" wind up finding out what we think, so they can tell us what they think is what we think, too. "If the toothpaste doesn’t live up to your dreams, you are out a dollar fifty-seven," notes one observer. "With political candidates, the stakes are much higher." (60 minutes)