Hunting out the rogue element

Claire Spencer, chief executive at i-to-i research, describes research undertaken in January 2005 to better understand the 'rogue' 30% of the British public who did not support London's bid to host the 2012 Olympic Games.

Hunting out the Rogue Element

Claire Spencer

In the latest Harry Potter book, JK Rowling cleverly juxtaposes the threats of today's world with those of the magical world. In the first chapter we find the British Prime Minister stewing over recent murders and other public acts of violence. We later learn that these incidents have been caused by rogue elements within the magical community. The Prime Minister is described to us as feeling 'faint' at the prospect of 'invisible creatures swooping through towns and countryside, spreading desperation and hopelessness in his voters'.

In a democratic society where the public is...

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