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Disclosure and transparency are central to ICM Unlimited’s public opinion polling ethos. Our work is frequently commissioned by, or quoted in the media, and we take very seriously every single design and reporting element of it. Poll observers should expect to have full sight of methodological approach, question and weighting information, and our thoughts on the main messages contained within the data.

In line with British Polling council protocols, ICM Unlimited will publish every poll onto this section of our website.

Does political marketing sway voters?

Does political marketing sway voters?

Despite UK political parties spending millions on marketing during the general election, only a small proportion of voters changed their mind as a result of the campaign; that’s the headline finding from ICM’s...

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Television is bringing the family together

Television is bringing the family together

No need to be ashamed about your nightly TV indulgences; Great Britain is a nation of self-proclaimed telly addicts.  In 2014 ICM Unlimited conducted research for TV provider Freeview exploring the nation’s TV...

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'Digital by default' public services

'Digital by default' public services

Since September 2010, the government has been working towards a ‘digital by default’ policy for public services. Under ‘digital by default’, the government intends to migrate as much contact between...

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Prediction Poll: deconstructing its performance

Prediction Poll: deconstructing its performance

At the moment the Exit Poll was announced, incredulity soon turned to disbelief at the failure of the conventional pre-election polls to call the right result. And the polls did not just get it wrong, but did so based on...

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Final General Election 2015 Poll

Final General Election 2015 Poll

In the full and final ICM/Guardian prediction for the 2015 General Election, Labour edge into a 1-point lead compared to yesterday, with the parties holding its 35% share but the Tories dropping back 1-point.. The poll...

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Preliminary Prediction Poll

Preliminary Prediction Poll

In the preliminary ICM/Guardian prediction for the 2015 General Election - which will be updated after further interviewing tonight, 6th May - the parties are deadlocked, with the Conservative small campaign lead wiped out,...

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Sheffield Hallam Constituency Poll

Sheffield Hallam Constituency Poll

A new poll conducted by ICM for The Guardian shows Nick Clegg is on course to hold onto his seat in Sheffield Hallam. When respondents are presented with named candidates, the topline results are as follows: Ian Walker...

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BBC Question Time Election Leaders' Special Poll

BBC Question Time Election Leaders' Special Poll

A flash poll conducted by ICM for The Guardian after the BBC Question Time Election Leaders’ Special shows that David Cameron was judged to have ‘won’ the contest. Among a sample of over 1,000 people who...

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The Vinyl Revival: the 35-44s return to records

The Vinyl Revival: the 35-44s return to records

The Vinyl Revival: our third year of music research sees 35-44s return to records  Unless you’ve been living on Mars for the last six weeks, the resurgence of vinyl won’t have escaped your notice –...

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World War II Poll for Sputnik News

World War II Poll for Sputnik News

In a poll for Sputnik News, ICM asked a representative sample of the population in each of GB, France and Germany who they thought played the main role in liberating Europe during World War II. Four in ten (43%, rising to...

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Companies should say whether they pay living wage.

Companies should say whether they pay living wage.

An ICM poll for Retail Week has revealed concern amongst British consumers around zero hours contracts and the living wage. The poll found that almost half of shoppers (45%) would be put off shopping with a retailer who used...

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