Case Study: University of Manchester achieves deeper insight into long-term voting trends with YouGov Custom Research

How the University of Manchester examined long-term voting trends with YouGov Custom Research

The University of Manchester, in partnership with the University of Oxford, needed to reliably measure long-term British voting trends during a period of high political volatility for its prestigious British Election Study. They engaged YouGov Custom Research to provide a robust data collection solution for this critical academic project, which required a highly trustworthy methodology.

YouGov implemented its solution by leveraging its large proprietary panel to survey a nationally and politically representative sample of 30,000 British adults per wave and recontact them for longitudinal data. This approach achieved an exceptional wave-on-wave respondent retention rate of over 80%, allowing for the accurate collection of reliable data across multiple elections and referendums. The resulting data has been used in hundreds of academic papers and publications, solidifying the study's status as a vital public resource.

University of Manchester

Edward Fieldhouse

Professor of Social and Political Science