If the polls were wrong on Brexit does it mean marketing research is wrong too?

At 10pm on Thursday 23 June YouGov released a recontact survey showing that Remain would win the EU referendum 52 per cent to 48 per cent. People had obviously feared change as they entered the voting booth, and before the first results Nigel Farage gave a semi-concession speech and many Londoners and global observers breathed a sigh of relief.
Only, they turned out to be wrong.
Earlier that day many polling companies released surveys from just before the election showing Remain would win,