Helping organisations navigate public opinion
We help charities, public and private sector organisations, media and policymakers understand what the public thinks and why.
About Our Consultancy
More in Common is a leading public opinion research agency.
We are a full-service research agency, with experts in quantitative and qualitative research. We apply our unique segmentation lens of the public to help partners understand the big challenges facing British society – and how to respond to them.
Our work:
- Amplifies the voices of groups often left out of national debate
- Helps leaders in government, media, and civil society navigate complex and divisive issues
- Informs strategy for political leaders across all parties
In 2025 we worked with over 80 organisations, from major research projects to rapid-response insights, strategic communications guidance to securing campaign coverage
Our Services
Pollster
We conduct nationally representative surveys across the UK and were among the most accurate pollsters in the 2024 General Election cycle.
Our polling service covers the full research process – from survey design and question formulation to data visualisation and analysis through the lens of the British Seven Segments.
We also provide:
- Media support and press-release writing
- An omnibus polling service for rapid results
- Full compliance with the British Polling Council standards
Focus Grouper
Our qualitative research adds depth and texture to polling results, showing not just what people think, but why.
We run a mix of online and in-person focus groups across the UK for media, politics, campaigning, and civil society clients.
Our work has featured in national media collaborations such as:
- BBC’s Sunday with Laura Kuenssberg
- The News Agents podcast
- The Sunday Times, Spectator, Telegraph, Guardian and Observer
Audience Mapper
We design and deliver bespoke audience maps based on segmentation analysis that blends attitudinal and behavioural insights.
Our maps have helped organisations like the BBC, National Trust, and British Library better understand their audiences and tailor their strategies accordingly.
We also run collaborative workshops to clarify objectives and ensure the mapping process leads to actionable insights.
Audience mapping helps partners:
- Tailor messaging and outreach
- Identify values and priorities across key groups
- Build stronger engagement strategies
Number Cruncher
Our advanced analytics team delivers deep statistical and methodological research for clients needing precision and predictive power.
Services include:
- Evidence reviews (e.g., for Dame Sara Khan’s review on social cohesion)
- Advanced models such as multivariate regression and MRP analysis
- Development of composite indicators (e.g., State of Girls’ Rights for Plan International UK)
- Choice-Based Conjoint and MaxDiff Analysis to understand decision-making trade-offs
These tools give partners a sharper understanding of how people think and behave — helping them test ideas, predict outcomes, and communicate more effectively.
Media Support
We help partners secure media coverage for campaigns and initiatives, based on our research. Our extensive media connections and understanding of what makes research newsworthy has enabled partners to achieve substantial national media coverage for our research.
Our approach is grounded in the principle that research is only useful if it’s read.
Message-Testing and Strategic Communications
Our strategic communications experts work with partners to produce research-led insights, to guide their strategies and campaigns. Services include:
- Randomised Controlled Experiments (RCTs) to test different messages
- Messaging toolkits, informed by our Seven Segments
- Strategic communications playbooks to illustrate the potential to mobilise different coalitions of support
Our Unique Lens: The British Seven Segments
Based on extended research into Britons’ core beliefs, their values and behaviours, and how they divide along these new fault lines, this segmentation allows us to look upstream not just at the drivers of public opinion.The Seven Segments have been used to map public opinion on a wide range of issues – from mental health, to climate change, to gambling. Find out more about the segments here.
This lens helps organisations…
- Identify and engage key social and political groups
- Amplify the voices left out of media and political debates, and make sure the range and diversity of the British public’s views are respected and heard
- Understand the gap between engaged elites and the wider public
- Engage with issues in a non-polarising way, and avoid ‘culture war’ pitfalls
Who We Work With
National institutions and charities
Media organisations
Campaigning and advocacy groups
Businesses and social enterprises
Trusted by leading UK organisations
See our work in action
View All
Maximising support for grid infrastructure through effective community benefit schemes
Maximising support for grid infrastructure through effective community benefit schemes
More in Common was commissioned by Local Storytelling Exchange to run four focus groups across communities most affected by East Coast pylon grid infrastructure.
Read Case Study
Public Appetite for Action on Obesity
Public Appetite for Action on Obesity
More in Common carried out in-depth polling and focus groups across Britain to uncover what voters truly believe about tackling obesity. Our insights provided Nesta with an evidence base to be heard by the government.
Read Case Study
Green Foundations
Green Foundations
More in Common was commissioned to undertake extensive quantitative and qualitative research with Liberal Democrat voters to understand their attitudes on environmental issues and explore the role that environmental campaigning could play for the Liberal Democrats.
Read Case Study