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:

  1. Amplifies the voices of groups often left out of national debate
  2. Helps leaders in government, media, and civil society navigate complex and divisive issues
  3. 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:

  1. Media support and press-release writing
  2. An omnibus polling service for rapid results
  3. Full compliance with the British Polling Council standards
Explore Polling Services
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:

  1. BBC’s Sunday with Laura Kuenssberg
  2. The News Agents podcast
  3. The Sunday Times, Spectator, Telegraph, Guardian and Observer
Learn About Focus Group Research
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:

  1. Tailor messaging and outreach
  2. Identify values and priorities across key groups
  3. 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:

  1. Evidence reviews (e.g., for Dame Sara Khan’s review on social cohesion)
  2. Advanced models such as multivariate regression and MRP analysis
  3. Development of composite indicators (e.g., State of Girls’ Rights for Plan International UK)
  4. 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.

See our work in the news
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:

  1. Randomised Controlled Experiments (RCTs) to test different messages
  2. Messaging toolkits, informed by our Seven Segments
  3. 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…

  1. Identify and engage key social and political groups
  2. 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
  3. Understand the gap between engaged elites and the wider public
  4. Engage with issues in a non-polarising way, and avoid ‘culture war’ pitfalls
Learn About the Seven Segments

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
Parks, Pride and Place
Parks, Pride and Place

The role green spaces can play in building pride in place and support at the ballot box. More in Common partnered with Wates Family Trust and Town and Country Planning Association for this mixed-methods project that explored how Britons view parks and green spaces, and the role they play in local pride and social cohesion.

Read Case Study
Trust in Policing
Trust in Policing

Examining critical questions at the heart of effective policing: How safe do Bedfordshire residents feel in their communities? How much do they trust their local police force?

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Britain Talks Climate
Britain Talks Climate

Understanding the barriers preventing Britons from transitioning towards low-carbon technologies and how these have changed over time

Read Case Study