Brexit: Lived experience and the problems of polling

The political and diplomatic storm that is the UK’s exit from the European Union has rocked an insight industry whose political arm failed to foresee the decision.

The what and the when of Brexit is clear, the why rather less so. Researchers and polling professionals didn’t see it coming but it is now apparent that the United Kingdom is a complicated and divided country, one that belies its name.

During the opening keynote of the MRS Impact conference (London, March 2018), Jayne-Anne Gadhia, CEO of Virgin Money, admitted to a widely held view: her confidence in the insight profession had taken a wobble in 2016, a profound wobble that has cont

WARC subscribers can sign in to keep reading

Not a subscriber?

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

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

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