Latest Morgan Poll, page-63

The polls got it wrong in the UK this time, in 1992 they got it wrong to but statistically the polls are right much more often than wrong.

In Australia, Newspoll and Roy morgan have never got it wrong.

Yes the election is the one that counts but political parties will adjust there tactics based on how they are polling, they will even conduct their own polling to see if particular policies will win them voter support.

Market research is an effective tool for big companies and political parties use it as well.