More in Common Consultancy Services

More in Common is a leading public opinion research agency. As public opinion specialists, we use our unique segmentation lens and quantitative and qualitative research to understand what the public think on the big challenges facing British society today – and crucially why they think it. 

Our approach helps both to amplify the voices of groups often left out of political and media debates, and helps leaders in institutions across government, media and civil society to better navigate tricky and divisive issues. 

Our insights are regularly used by senior political leaders across all political parties to shape their thinking and strategy on the major issues facing the country. 

Our services

Pollster

More in Common is a leading pollster conducting nationally representative quantitative surveys with the UK public. In the 2024 General Election cycle, we were among the most accurate pollsters of the election.

We provide a comprehensive service covering all aspects of the polling process, from research design and question formulation to data visualisation and in-depth analysis through the lens of our unique British Seven segments. We also offer support with media write-ups and press releases to effectively communicate findings. We also have an omnibus polling service. 

More in Common is an accredited member of the British Polling Council and strictly adheres to its rules on research publication. 

We believe that good poll data is only as valuable as its interpretation. Therefore, we provide a wraparound service to all of our clients, identifying key trends in their data and offering guidance on how to respond to and implement the poll's insights in their work. Our analysis goes beyond surface-level findings to uncover deeper patterns and actionable recommendations

Focus Grouper 

More in Common is a well-known for its sector leading qualitative research regularly conducting focus group research across the country. We carry out focus groups for a diverse range of clients spanning media, politics, campaigning, business, and civil society sectors - often complementing our quantitative research efforts.

Our focus group research adds depth, nuance, and texture to our broader public opinion analysis. This approach helps us understand not only what the public thinks, but crucially, why they think it. By exploring the underlying motivations, values, and experiences that shape people's views, we provide our clients with a more comprehensive understanding of public sentiment.

We offer a flexible approach, running a mix of online and in-person focus groups to suit different research needs and participant preferences. Our expertise in this area has led to partnerships with prominent media outlets, including collaborations with the  BBC's "Sunday with Laura Kuenssberg" show and the News Agents podcast. 

Combining our focus group insights with the British Seven segments model makes for a powerful tool for understanding the diverse perspectives across the UK population. This approach allows our clients to develop more targeted and effective strategies for communicating and engaging with all of their different audience groups. 

Audience Mapper

More in Common designs and rolls-out audience maps for our clients and partners. These bespoke maps - based on bespoke quantitative and qualitative research and segmentation analysis involving both attitudinal and behavioural insights - have helped our clients to both better understand the public at large and their target audiences. 

Our audience mapping includes both applying More in Common's British Seven segment model and building bespoke segmentation maps. Our audience mapping clients have included the BBC, the National Trust and the British Library.

We also facilitate workshops with our clients to help them reflect on what they want to achieve from their audience mapping work. 

These audience maps provide actionable insights that allow organisations to tailor their messaging, products, and services to specific audience segments more effectively. 

By identifying key values, motivations, and priorities of different groups, our maps enable clients to develop more impactful engagement strategies and more effective communications. 

Number Cruncher

As part of More in Common's research services, we offer a series of advanced statistical and research methodologies to provide our clients with deeper insights and more nuanced analysis, including: 

Conducting both rapid and systematic evidence reviews- including a recent evidence review for Dame Sara Khan’s evidence review on social cohesion.

Developing statistical models using approaches such as multivariate regression analysis and MRPs (Multilevel regression and poststratification analysis) to uncover relationships between variables and predict outcomes with greater accuracy. This analysis has helped our partners gain traction with key political and media audiences. 

Developing composite indicators including the State of Girls Rights indicator for Plan International UK.

Choice-Based Conjoint and MaxDiff Analysis: These advanced survey techniques allow us to understand how people make trade-offs between different attributes or options, and to identify the relative importance of various factors in decision-making processes.

Our unique lens to understand Britain today

Our segmentation focuses on people’s values, beliefs and world views (rather than their demographics) to understand the public and build segments – and is more predictive than traditional demographic analysis. ​ 

How the segments can help organisations understand Britons today​?  

Helps our partners and clients craft better strategy – by understanding key social and political swing groups and their values, how to find them and engage ordinary people in these groups more effectively. ​ 

Helps show the gap between highly-engaged activists, campaigners, business leaders and the rest of the public – the insights from the segments help leaders develop more effective comms and strategies that resonate with the values and experiences of key audiences, rather than the highly-engaged groups who dominate debates. ​ 

Helps amplify the voices of ordinary people - More in Common conducts regular focus groups with participants from our British Seven segments for a range of clients and stakeholders in the media, politics, civil society, national institutions and business.​ Running hundreds of focus groups across the year allows us to identify emerging trends, opportunities and risks

Help organisations and employers avoid culture war traps – both externally in CSR work and internally through DEI initiatives. Using our insights on how the segments of the British public interpret and react to cultural touch points, we help organisations navigate what is often fraught and tricky terrain – ensuring well-intentioned efforts do not inadvertently alienate or inflame sections of the public. 

Our clients and partners

Over the last few years, we’ve worked with a range of clients and partners:  

Our research services

We conduct nationally representative polling, focus groups and in-depth interviews, through the lens of the British Seven segments, to better understand audiences and identify key issues and problems of our clients.  ​

Nationally representative polling: More in Common is an accredited member of the British Polling Council and we regularly conduct nationally representative opinion polls in the UK. To prospective clients and partners we offer:

• 7-day turnaround from inception to final results
• Wraparound service, from question wording, to initial data analysis provided by our teams
• Use of our British Seven segment lens
• Full data tables on publication, in accordance with British Polling Council rules
• Competitive rates

Focus Groups: More in Common has conducted hundreds of focus groups over the last few years, for a range of clients from the media, politics, civil society, national institutions and business. There are many advantages to focus groups:

• Rapid-response qualitative research, quicker than polling
• Adds deeper layer to, and can inform, survey design for quantitative research
• Powerful to hear views on an issue in people's own words

We typically draw participants from a single area (e.g. specific constituency), from desired demographic groups. We find online groups work best, for ease of organisation and the most organic conversation. We also run in-person groups, particularly for media (such as BBC Newsnight or TalkTV).