The research team at More in Common hold conversations with people from across the UK, and carry out rigorous polling to fully analyse public opinion. Using a social psychology lens brings to the surface useful insights into the way people think and interact with others. Our experience has found that because the segmentation is based on psychology and core beliefs, which do not change much from one year to the next, the segmentation is likely to remain relevant for years to come.


Britain’s Choice

Britain’s Choice is the result of an 18-months engagement with more than 10,000 people through surveys, conversations and interviews, to examine the hopes and fears, values and core beliefs of people in Britain.


The New Normal?

A 7-country comparative study on the impacts of COVID-19

A new 7-country report drawing from a survey of 14,000 people on the impacts of COVID-19 on trust, social cohesion, democracy and expectations for an uncertain future in France, Germany, Italy, The Netherlands, Poland, the United Kingdom and the United States.