Polls.

"And as to whether or not I make decisions based upon polls, I don't. I just don't make decisions that way...If I tried to fine-tune my messages based upon polls, I think I'd be pretty ineffective." George W. Bush, April 13, 2004

"One [White House] adviser said the White House had examined polling and focus group studies in determining that it would be a mistake for Mr. Bush to appear to yield" and apologize for mistakes. New York Times, April 15, 2004 [Also, Bush's obsession with polling]