I don’t know if I am allowed to say this but…': Accessing genuine feelings and opinions in the age of political correctness

This paper explores the degree to which political correctness may affect the authenticity of responses in qualitative research, in particular among a working-class audience who voted for Brexit in the 2016 referendum in the UK.


This is not a paper about the rights or wrongs of political correctness, or a detailed cultural exploration of its origins and meaning. It is a paper with more modest ambitions: to explore the degree to which political correctness may affect...

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