Opinium to Run Polls for Express

In the UK, Opinium Research has partnered with the Daily Express newspaper to provide a voting intention poll in the run up to the 2010 General Election.

Poll questions - including propensity to vote for each major party and past vote - will be included in the firm's weekly Omnibus survey, whose sample is drawn from an online panel of over 40,000 UK adults. Opinium's team, advised by Professor Michael Bruter of the London School of Economics, will predict the likely election outcome based on findings.

Opinium MD James Endersby comments: 'The election could be within weeks and with the outcome looking like a close call it will be interesting to see what events will have an impact on the polls between now and then; particularly the budget and upcoming televised debates.'

The sample is matched to the latest published ONS figures using pre-collected registration data. Opinium also allows for differential response rates from the different demographics groups - for example it says those aged under 35 typically have a response rate of one third of those aged over 55 - and runs additional controls to test the robustness of the sample including comparisons with other major surveys such as Eurobarometer and the European Elections Study.

Macer Hall, Political Editor of the Daily Express, says the polls will add 'a new level of depth and insight' to the paper's political coverage, adding: 'With the country facing the most closely-fought general election in living memory, Opinium's research will keep our readers in touch with every twist in the dramatic race for Downing Street.'

Opinium, which also runs a daily low-cost online omnibus survey interviewing 2000 UK adults per wave, has also recently launched a specialist IFA panel, Independent Voice. Web site: www.opinium.co.uk .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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