A selection of our recent appearances in the UK media.
The Spectator
28 September 2025
Starmer officially most unpopular PM ever
Oh dear. It seems that Keir Starmer’s great big conference reset is beginning well. A blizzard of new polls have been published – all of which make for devastating reading for our embattled PM. A major new Sunday Times MRP survey shows that Reform is on course to win 373 seats at the next election, with Labour reduced to just 90. Sub-optimal to say the least…
The Times
27 September 2025
Poll predicts clear Reform majority and historic Labour defeat
Reform UK is on course to win a majority at the next general election, according to a poll that predicts Labour is heading for its worst electoral defeat since 1931 and will win fewer than 100 seats.
A survey of almost 20,000 people, the biggest seat-by-seat poll carried out in this parliament, says Nigel Farage would become prime minister with 373 MPs if an election were held tomorrow. This would hand Reform a majority of 96, slightly larger than the Conservatives’ 2019 majority of 80 under Boris Johnson.
Conducted by the think tank More in Common between August 8 and September 15, the poll of 19,520 voters is believed to be the first to predict an outright majority for Reform, which at present has only five MPs.
The Independent
26 September 2025
Every working adult in Britain will be required to have a new government-issued digital identity card as part of a fresh attempt to crack down on illegal migration.
Polling shows the public is broadly supportive of the idea, with a survey conducted by More in Common in December finding that 53 per cent of people are in favour of a universal digital identification system, with 25 per cent strongly in favour. Just 19 per cent said they were against it.
The Times
22 September 2025
Arguments against digital ID are paper thin
British voters are now overwhelmingly in favour of universal digital ID. In the past year, surveys by More in Common found 53 per cent in favour and 19 per cent against; 54 per cent of Liberal Democrat voters were in favour, as were 59 per cent of Reform supporters and 68 per cent of Conservatives. They are also in favour of using them to their full potential: for age verification, accessing government services including benefits and tax payments, registering to vote, using the NHS, setting up a bank account, applying for jobs, renting property, opening online accounts and signing up for utilities.
Schools week
22 September 2025
Class politics: How old school voting habits are unravelling
A new poll showing private school alumni are most likely to vote for Labour reveals just how dramatically politics is changing, says Louis O’Geran.
In polling, every day really is a school day.
This week, we asked two thousand Britons what type of secondary school they went to, and compared it to their voting intention. Education and politics have always been linked, but the pattern we found is not what you’d expect.
The Times
22 September 2025
Labour is driving its tribe towards Reform
Last week, the pollster Luke Tryl, of More In Common UK, published a striking graph showing the influence of educational background on voting intention. Among Conservative and Liberal Democrat supporters, whether voters’ parents paid school fees or not appears to make no difference. One in six Tory state school alumni still back the Tories, as do one in six fee-payers. Similarly, one in eight of both groups intend to vote Liberal Democrat.
Among former private school pupils, about a quarter want Nigel Farage to step through the doors of No 10; that figure rises to a third among their state school peers. By contrast, private school alumni are almost twice as likely to want Sir Keir Starmer to hold on to his job as state school pupils, by a 38 to 20 margin. In short, Labour is becoming the party of the posh boys, while Reform is making deep inroads into the working class.