Methodology
At WhatBritsThink.com, we are committed to providing accurate, transparent and independent insight into public opinion across the United Kingdom. This page explains how our polls are conducted, how results are calculated and how we ensure reliability.
Independence and Transparency
WhatBritsThink.com is an independent polling platform.
We are not affiliated with any political party, pressure group, or government body. All polling questions are designed to be neutral and are published alongside results wherever possible.
Sampling and Data Collection
Our polls are conducted online using panels of UK adults aged 18 and over.
Participants are recruited through a combination of:
Online research panels
Voluntary survey participation
Digital outreach and opt-in sampling
We aim to ensure that each poll reflects the demographic profile of the UK adult population.
Weighting
To improve representativeness, survey results are weighted after data collection.
Weighting is typically applied based on:
Age
Gender
Region
Past vote (where relevant and available)
Weighting targets are based on the most recent data from the Office for National Statistics (ONS) and other publicly available, reputable sources.
Sample Size
Sample sizes vary by poll and are always published alongside results.
Typical sample sizes range from 1,000 to 2,000 respondents, which provides a reliable snapshot of public opinion at the time the poll was conducted.
Margin of Error
For a poll of around 1,000 respondents, the margin of error is approximately ±3 percentage points at the 95% confidence level.
Margins of error may be higher for subgroups within the data (such as specific regions or age groups).
Fieldwork Dates
All polls clearly display:
The dates on which fieldwork was conducted
The number of respondents
Whether results have been weighted
This ensures readers can understand the context and timing of each poll.
Wording of Questions
Question wording is designed to be:
Clear
Neutral
Free from leading or loaded language
Where possible, full question wording and answer options are published alongside results to allow independent scrutiny.
Reporting Results
Results are usually reported as percentages and may not always total 100% due to rounding.
“Don’t know” or “prefer not to say” responses are reported where relevant or excluded where clearly stated.
Limitations
As with all opinion polling:
Results reflect opinions at the time of fieldwork
Online polling may not capture every segment of society equally
Polls are snapshots, not predictions
WhatBritsThink.com does not claim that any single poll represents a definitive outcome, particularly for elections.
Contact and Queries
If you have questions about our methodology or wish to request further details, please contact us below.