Sparrow is Managing Director of ICM Research and is responsible for opinion
polling conducted on behalf of The
Guardian, BBC, Mirror Group and others. A
member of the Market Research Society's inquiry into the failure of the polls in
1992, he was awarded the Market Research Society's 1995 Silver Medal for his
paper in the Journal of the Market Research Society (co-written with Dr John
Turner) on developing more accurate polling methods.
This work resulted in the most accurate prediction of the 1997 and 2001
general elections. He writes and comments
on polls in the media.