Polling & Public Opinions
GfK NOP Social Research has been involved in opinion polling since NOP’s foundation in 1957, including general election polling, by-elections, exit polls and surveys measuring public opinion on issues of the day.
In the 2005 general election, GfK NOP’s final poll prediction was exactly correct for each of the three main parties – only the second time this has happened in the history of British election polling. Even more remarkably, the BBC / ITN exit poll, which we conducted jointly with MORI, exactly predicted the size of the Labour majority in the House of Commons.
While GfK NOP’s polling was originally conducted by face-to-face interviewing, almost all of it is now by telephone, with online polling also offered. Most of our opinion polling has been for media clients, including the BBC, ITV, the Sunday Times, the Independent and the Observer. We have also conducted opinion polling for a number of academic clients.