Emma Morris
@e-morris.bsky.social
Public opinion researcher @ FGS Global. Dedicated to shaping policy debates through research. All opinions are my own.
Our FGS Global Radar 2026 report is live! fgsglobal.com/radar
The FGS Global Radar
FGS Global conducted 60 in-depth interviews with senior stakeholders and opinion formers, as well as polling more than 2,000 members of the UK public, to understand both the risks and opportunities fa...
fgsglobal.com
January 8, 2026 at 12:58 PM
Our FGS Global Radar 2026 report is live! fgsglobal.com/radar
Reposted by Emma Morris
Young women are radicalising
🖊️ Scarlett Maguire
🖊️ Scarlett Maguire
Young women are radicalising
Britain's young women are sad, alienated and increasingly left-wing
www.newstatesman.com
January 5, 2026 at 10:17 AM
Young women are radicalising
🖊️ Scarlett Maguire
🖊️ Scarlett Maguire
Reposted by Emma Morris
When looking at how 'the public' receive the budget it is worth remembering about 50% actively dislike the govt and will be strongly against almost anything it does. This is a problem made worse by fragmenting vote intentions where govt has the direct support of a relatively small group of voters.
November 26, 2025 at 10:30 AM
When looking at how 'the public' receive the budget it is worth remembering about 50% actively dislike the govt and will be strongly against almost anything it does. This is a problem made worse by fragmenting vote intentions where govt has the direct support of a relatively small group of voters.
A very clever question to ask from @moreincommonuk.bsky.social. 21% of Lib Dems suggesting they would vote AGAINST Labour, and 19% of Greens saying the same suggests Labour cannot count on an anti-Reform vote from the parties to its Left.
November 21, 2025 at 3:30 PM
A very clever question to ask from @moreincommonuk.bsky.social. 21% of Lib Dems suggesting they would vote AGAINST Labour, and 19% of Greens saying the same suggests Labour cannot count on an anti-Reform vote from the parties to its Left.
Really bleak polling ahead of the Budget. Our latest polling finds only 20% of the public trusts the government to make decisions that benefit people like them.
Some grim polling here for Labour from Ipsos beyond the headline figures
-69% think Britain is heading in the wrong direction
-Starmer's satisfaction rating at -66
-50% of the public want "radical change" yet only 4% believe Labour will deliver it.
-69% think Britain is heading in the wrong direction
-Starmer's satisfaction rating at -66
-50% of the public want "radical change" yet only 4% believe Labour will deliver it.
November 19, 2025 at 4:52 PM
Really bleak polling ahead of the Budget. Our latest polling finds only 20% of the public trusts the government to make decisions that benefit people like them.
Our polling data certainly paints a picture of a polarised landscape as this article explains. We find younger adults are significantly more likely than older adults to think that false information is in fact a bigger problem in traditional media than social media.
November 19, 2025 at 12:06 PM
Our polling data certainly paints a picture of a polarised landscape as this article explains. We find younger adults are significantly more likely than older adults to think that false information is in fact a bigger problem in traditional media than social media.
Ahead of the upcoming Budget, our polling paints a concerning picture for the government. 78% of UK adults think taxes will never go down in their lifetime, suggesting high taxes are the new norm.
November 19, 2025 at 11:54 AM
Ahead of the upcoming Budget, our polling paints a concerning picture for the government. 78% of UK adults think taxes will never go down in their lifetime, suggesting high taxes are the new norm.
Delighted to have interviewed Lord Andrew Cooper for our new podcast - the Public Pulse Series covering all things UK public opinion. Tune in to hear us discuss what our polling tells us ahead of a tricky Budget at the end of the month. open.spotify.com/episode/6I18...
Spotify – Web Player
open.spotify.com
November 18, 2025 at 9:28 PM
Delighted to have interviewed Lord Andrew Cooper for our new podcast - the Public Pulse Series covering all things UK public opinion. Tune in to hear us discuss what our polling tells us ahead of a tricky Budget at the end of the month. open.spotify.com/episode/6I18...
Reposted by Emma Morris
The problem with diagnosing "the electorate have unreasonable expectations around tax and spend" is that those expectations did not develop in a vacuum. They are the product of decades of politicians and the media telling them they can have x services with y tax levels, or not contradicting it.
November 1, 2025 at 8:06 PM
The problem with diagnosing "the electorate have unreasonable expectations around tax and spend" is that those expectations did not develop in a vacuum. They are the product of decades of politicians and the media telling them they can have x services with y tax levels, or not contradicting it.
This is a crucial reminder from @drjennings.bsky.social that the information we consume directly shapes our perceptions of what is considered acceptable.
I've written a couple of things over the last days about how the government and much of Westminster remaining on X as the platform becomes increasingly toxic is having consequences for our politics...
Our politics is increasingly normalised to racism – because politicians are addicted to X
The platform has quietly dragged British politics into a dark place
inews.co.uk
October 30, 2025 at 9:29 PM
This is a crucial reminder from @drjennings.bsky.social that the information we consume directly shapes our perceptions of what is considered acceptable.
Our recent research highlights how the consumption of media and information is changing. In our poll of UK adults...
⭐74% think the information they consume online is not accurate
⭐64% think mainstream news media is biased
⭐51% think mainstream news outlets are primarily driven by profit
⭐74% think the information they consume online is not accurate
⭐64% think mainstream news media is biased
⭐51% think mainstream news outlets are primarily driven by profit
October 30, 2025 at 9:20 PM
Our recent research highlights how the consumption of media and information is changing. In our poll of UK adults...
⭐74% think the information they consume online is not accurate
⭐64% think mainstream news media is biased
⭐51% think mainstream news outlets are primarily driven by profit
⭐74% think the information they consume online is not accurate
⭐64% think mainstream news media is biased
⭐51% think mainstream news outlets are primarily driven by profit
From Peter Kellner's latest substack:
Of 560 Labour voters present and recent past (switched since '24), *not one* said any of the following when asked about gov's best achievements
Some obv will be conscious of these things, but Labour still has a big problem, he writes: "voters aren’t hearing"
Of 560 Labour voters present and recent past (switched since '24), *not one* said any of the following when asked about gov's best achievements
Some obv will be conscious of these things, but Labour still has a big problem, he writes: "voters aren’t hearing"
October 7, 2025 at 3:55 PM
Reposted by Emma Morris
There's no sugarcoating these figures for Labour. In a Holyrood election that is about holding their 2024 coalition together, they can't afford to break even on job performance among their own voters.
Sarwar's numbers are slightly better than Starmer's, but not good enough to carry his party:
Sarwar's numbers are slightly better than Starmer's, but not good enough to carry his party:
September 8, 2025 at 9:34 AM
There's no sugarcoating these figures for Labour. In a Holyrood election that is about holding their 2024 coalition together, they can't afford to break even on job performance among their own voters.
Sarwar's numbers are slightly better than Starmer's, but not good enough to carry his party:
Sarwar's numbers are slightly better than Starmer's, but not good enough to carry his party:
Reform's lead over Labour clearly continuing to tick up. The combined vote share for Cons and Labour still below 40% - well down on 57% at the General Election, which was the lowest since 1922 when Labour emerged as the main challenger to the Tories.
ElectionMapsUK Weighted Polling Average - Reform lead by 9.8%:
RFM: 30.8% (+16.1) *
LAB: 21.0% (-13.7)
CON: 17.4% (-6.9)
LDM: 13.6% (+1.0)
GRN: 8.6% (+1.7)
Oth: 6.1% (+1.8)
SNP: 2.5% (-0.1)
Changes w/ GE2024.
electionmaps.uk/polling/vi
RFM: 30.8% (+16.1) *
LAB: 21.0% (-13.7)
CON: 17.4% (-6.9)
LDM: 13.6% (+1.0)
GRN: 8.6% (+1.7)
Oth: 6.1% (+1.8)
SNP: 2.5% (-0.1)
Changes w/ GE2024.
electionmaps.uk/polling/vi
September 8, 2025 at 1:07 PM
Reform's lead over Labour clearly continuing to tick up. The combined vote share for Cons and Labour still below 40% - well down on 57% at the General Election, which was the lowest since 1922 when Labour emerged as the main challenger to the Tories.
Reposted by Emma Morris
But equally they have done a series of things people like (am like a broken record on this) but haven’t had the cut through. As we set out in our new report on Labour 1 year in with @uclpolicylab.bsky.social there are things that could turn it around. Report worth a read
bsky.app/profile/luke...
bsky.app/profile/luke...
Our latest
@moreincommonuk.bsky.social report with @uclpolicylab.bsky.social looks at what the public think has changed, or hasn't, since the election, how Labour is doing on the 'respect test' and the every day improvements the public want to see from the Government over the next year.
@moreincommonuk.bsky.social report with @uclpolicylab.bsky.social looks at what the public think has changed, or hasn't, since the election, how Labour is doing on the 'respect test' and the every day improvements the public want to see from the Government over the next year.
July 9, 2025 at 8:59 AM
But equally they have done a series of things people like (am like a broken record on this) but haven’t had the cut through. As we set out in our new report on Labour 1 year in with @uclpolicylab.bsky.social there are things that could turn it around. Report worth a read
bsky.app/profile/luke...
bsky.app/profile/luke...
Immigration now surpasses the economy as the biggest issue facing the country for voters in YouGov's latest tracker
YouGov most important issues tracker, 21-23 June 2025
Immigration: 51% (+3 from 14-16 Jun)
Economy: 48% (-3)
Health: 32% (-4)
Defence: 29% (+5)
Crime: 19% (-3)
Housing: 18% (-2)
Environment: 18% (+3)
Welfare: 14% (+1)
yougov.co.uk/topics/socie...
Immigration: 51% (+3 from 14-16 Jun)
Economy: 48% (-3)
Health: 32% (-4)
Defence: 29% (+5)
Crime: 19% (-3)
Housing: 18% (-2)
Environment: 18% (+3)
Welfare: 14% (+1)
yougov.co.uk/topics/socie...
June 24, 2025 at 12:24 PM
Immigration now surpasses the economy as the biggest issue facing the country for voters in YouGov's latest tracker
Our latest polling focuses on three critical themes facing the workplace in 2025.
🌀Leading through transformation: Only 8% of employees strongly agree that their AI strategy has been clearly communicated.
🌀Leading through transformation: Only 8% of employees strongly agree that their AI strategy has been clearly communicated.
June 24, 2025 at 10:55 AM
Our latest polling focuses on three critical themes facing the workplace in 2025.
🌀Leading through transformation: Only 8% of employees strongly agree that their AI strategy has been clearly communicated.
🌀Leading through transformation: Only 8% of employees strongly agree that their AI strategy has been clearly communicated.
This raises the question of whether support for Reform has reached its ceiling
For the first time this year, Labour is making up some ground in the polling average - now back to where they were before the locals.
Reform lead by 4.7%, down from a 7.7% peak.
RFM: 28.7% (+14.0)
LAB: 24.0% (-10.7)
CON: 17.8% (-6.5)
LDM: 13.8% (+1.3)
electionmaps.uk/polling
Reform lead by 4.7%, down from a 7.7% peak.
RFM: 28.7% (+14.0)
LAB: 24.0% (-10.7)
CON: 17.8% (-6.5)
LDM: 13.8% (+1.3)
electionmaps.uk/polling
June 17, 2025 at 10:49 AM
This raises the question of whether support for Reform has reached its ceiling
Our new research explores attitudes to net zero, and shows the extent to which communication and language impacts attitudes.
fgsglobal.com/insights/the...
fgsglobal.com/insights/the...
Are the advocates for net zero losing the fight?
The cost of misunderstanding: How public perception shapes the net zero debate
fgsglobal.com
June 16, 2025 at 11:37 AM
Our new research explores attitudes to net zero, and shows the extent to which communication and language impacts attitudes.
fgsglobal.com/insights/the...
fgsglobal.com/insights/the...
Great threat from Rob Ford highlighting the importance of thinking beyond the polls, and remembering to expect the unexpected
Political volatility has been taking us by surprise for a while now. Here’s little exercise to illustrate. Rewind two years and take a look at where the polls were, what people expected, and what they failed to anticipate. You have to go back a while before politics is predictable even 2 yrs out 1/
A reminder of how volatile politics is now: Reform UK, who lead the current polls, won the most recent by-election and swept the board in the recent local elections, failed to retain their deposit or finish above third in any by-election from Old Bexley (Dec 21) to Tamworth (Oct 23)
June 11, 2025 at 4:34 PM
Great threat from Rob Ford highlighting the importance of thinking beyond the polls, and remembering to expect the unexpected
Reposted by Emma Morris
In today’s @financialtimes.com a nice use of our MRP to show Reform gains in areas with high child poverty. Explains both Reform’s pivot on the two child cap & why (leaving aside a moral case) Labour have an electoral imperative to make progress on tackling child poverty on.ft.com/4mQKjJZ
Reform UK gains support in areas with high child poverty
Analysis of polling data shows party competes directly with Labour in poorer heartlands
on.ft.com
June 9, 2025 at 10:25 AM
In today’s @financialtimes.com a nice use of our MRP to show Reform gains in areas with high child poverty. Explains both Reform’s pivot on the two child cap & why (leaving aside a moral case) Labour have an electoral imperative to make progress on tackling child poverty on.ft.com/4mQKjJZ
While Reform finished in 3rd place in today’s Holyrood by-election, the result signals its emergence as a serious force in Scottish politics. Reform secured 26% of the vote placing them less than 6 percentage points behind Labour’s winning vote share of 31.6%.
www.bbc.co.uk/news/live/c1...
www.bbc.co.uk/news/live/c1...
Hamilton by-election result: Live updates as Labour narrowly defeats SNP and Reform
MSP Davy Russell beats SNP in a narrow victory, as Reform jumps into third place for Scottish Parliament seat.
www.bbc.co.uk
June 6, 2025 at 5:07 PM
While Reform finished in 3rd place in today’s Holyrood by-election, the result signals its emergence as a serious force in Scottish politics. Reform secured 26% of the vote placing them less than 6 percentage points behind Labour’s winning vote share of 31.6%.
www.bbc.co.uk/news/live/c1...
www.bbc.co.uk/news/live/c1...
Reposted by Emma Morris
South Korea gender divide update 😲
Young men lean right by 50 points
(74% conservative vs 24% centre-left)
Young women lean left by 22 points
(58% centre-left vs 36% cons)
Young men lean right by 50 points
(74% conservative vs 24% centre-left)
Young women lean left by 22 points
(58% centre-left vs 36% cons)
June 4, 2025 at 10:01 AM
South Korea gender divide update 😲
Young men lean right by 50 points
(74% conservative vs 24% centre-left)
Young women lean left by 22 points
(58% centre-left vs 36% cons)
Young men lean right by 50 points
(74% conservative vs 24% centre-left)
Young women lean left by 22 points
(58% centre-left vs 36% cons)
Reposted by Emma Morris
NEW: Who are the voters Labour risks losing to Reform?
How might Lab unite them with the rest of its election winning coalition? How might Reform win them over?
Some big new research out today with @persuasionuk.bsky.social as featured by @greenmirandahere.bsky.social in today's FT 🧵👇
How might Lab unite them with the rest of its election winning coalition? How might Reform win them over?
Some big new research out today with @persuasionuk.bsky.social as featured by @greenmirandahere.bsky.social in today's FT 🧵👇
Getting to know 'Reform curious Labour voters'
exploring the attitudes, demography and values of Reform curious Labour voters and the coalitional dilemmas they lose
persuasionuk.org
April 28, 2025 at 7:22 AM
NEW: Who are the voters Labour risks losing to Reform?
How might Lab unite them with the rest of its election winning coalition? How might Reform win them over?
Some big new research out today with @persuasionuk.bsky.social as featured by @greenmirandahere.bsky.social in today's FT 🧵👇
How might Lab unite them with the rest of its election winning coalition? How might Reform win them over?
Some big new research out today with @persuasionuk.bsky.social as featured by @greenmirandahere.bsky.social in today's FT 🧵👇
Reposted by Emma Morris
How has partisan opinion shifted in the eight months since the election?
Most notable is Reform's surge, which is actually quite flat in regional terms, with the most notable core differentiator being age - with Reform gaining more among older Britons, contrary to some assumptions.
Most notable is Reform's surge, which is actually quite flat in regional terms, with the most notable core differentiator being age - with Reform gaining more among older Britons, contrary to some assumptions.
March 2, 2025 at 1:22 PM
How has partisan opinion shifted in the eight months since the election?
Most notable is Reform's surge, which is actually quite flat in regional terms, with the most notable core differentiator being age - with Reform gaining more among older Britons, contrary to some assumptions.
Most notable is Reform's surge, which is actually quite flat in regional terms, with the most notable core differentiator being age - with Reform gaining more among older Britons, contrary to some assumptions.