Election Day and polls predict a tight outcome, but the measurement of 'intention to vote' is flawed.
When they are consulted, voters are primarily concerned with self image not wanting to be seen as; selfish (Conservative) wet (Liberal Democrat) idealistic (Labour) racist (UKIP) or hippy (Green) whilst Scottish voters are happy to be patriotic (SNP).
Within the polling booth self perception is replaced by self interest so expect to wake up tomorrow to a Conservative majority and the hitherto silent Tories celebrating as they did in 1992.
A timely reminder to be careful about context and motivation when searching for insight.
Newsletter
Enjoy this? Get more.
Our monthly newsletter, The Edit, curates the very best of our latest content including articles, podcasts, video.
Become a member
Not a member yet?
Now it's time for you and your team to get involved. Get access to world-class events, exclusive publications, professional development, partner discounts and the chance to grow your network.