BritainThinks and Guardian Track UK's Undecided Voters

Ahead of May's general election, London-based opinion research specialist BritainThinks has partnered with The Guardian newspaper on an initiative called 'Battleground Britain', which will examine undecided voters' opinions in five key constituencies across the UK.

As part of this initiative, the agency will conduct qualitative and ethnographic tracking research to understand how swing voters in Glasgow East, Thanet South, Taunton Deane, Dewsbury, and Ealing Central and Acton are feeling about the election. The project aims to track what these individuals are noticing about the campaign, and the factors that will impact on how they vote in May.

In addition, BritainThinks has provided its panellists with a smartphone app through which to keep 'election diaries' as they go about their daily lives. Panellists will also be set tasks - such as watching a debate or a party election broadcast live - and will record the responses of their friends and family members.

The Guardian says the initiative will provide it with invaluable insight into the lives of the people who will decide this election, adding that feedback will be used to help verify and interpret the published polling.

Deborah Mattinson, BritainThinks co-founder, comments: 'Described as one of the least predictable in living memory, we believe that it is not one election battleground but many. With the static national poll results obscuring the complex and diverse stories in each constituency, it's more important than ever to understand what lies behind the numbers.'

Web site: www.britainthinks.com .