Messages from the spiral of silence: developing more accurate marketing information in a more uncertain political climate

John Turner and Nick Sparrow

The failure of the polls to forecast the eventual outcome of the 1992 election has created a period of uncertainty for all political parties.
  

Messages from the Spiral of Silence: Developing More Accurate Market Information in a More Uncertain PoliticalClimate

Nick Sparrow  ICM Research and John Turner  Oxford Brookes University

Introduction

Interest in the polls conducted during the 1992 election campaign has since centred not just on their inability to forecast the actual result, but on their general influence and the use made of them by the media. Polls conducted in the run up to the 1992 general election all failed to predict the narrow Conservative victory. The failure has called into question the influence they have,...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands