Concerns that voter behaviour may have been influenced by inaccurate political polls before the past election have sparked calls for a code of practice for the industry and media reporting on them.
The code and other moves to promote a "consistent high-quality standard" across the industry are to be discussed at a forum, which meets for the first time at Parliament this evening.
Association of Market Research Organisations executive director Rob Bree said political polling and media reporting of them had become a significant factor in recent elections.
"During the 2011 election campaign, we witnessed substantial swings in the polls in the weeks leading up to election day as undecided voters revised their voting choices in response to current events and the media's reporting of those events."
Voters on election day exercised tactical votes "based somewhat on the polls and where they felt their votes would count most", Mr Bree said.