Ipsos in the UK

Which party to Brits think has the best policies on / for... 📊

The public expects a difficult Budget. Nearly two-thirds (65%) expect taxes to rise, while half anticipate increased government borrowing. Joint polling with National Institute of Economic and Social Research 👉https://tinyurl.com/bdhz72e5b

Andy Burnham is hoovering up the votes on the progressive left, and on the right, the tectonic plates are shifting from Reform to the Conservatives. @keiranpedley spoke to @LBC about our latest voting intention polling 🎙️

35% are satisfied with the job Kemi Badenoch is doing as leader of the Conservative Party (+7), 39% are dissatisfied (-7). This is Badenoch’s highest satisfaction rating with Ipsos since becoming Leader of the Opposition.

ICYMI: NEW headline voting intention from Ipsos dropped over the weekend... 📊Labour on 32% with a lead of +8 – the largest Labour lead Ipsos have recorded this parliament 📊Conservatives take second place the first time since June 2025 *Chart colours corrected, data unchanged.

NEW headline voting intention from Ipsos 📊Labour on 32% with a lead of +8 – the largest Labour lead Ipsos have recorded this parliament 📊Conservatives take second place the first time since June 2025 📊Reform UK down 3 points and Greens down 5

NEW Ipsos VI poll out tomorrow morning - stay tuned 👀📊

The public expects a difficult Budget. Nearly two-thirds (65%) expect taxes to rise, while half anticipate increased government borrowing. Our latest data with National Institute of Economic and Social Research here👉https://tinyurl.com/bdhz72e5b

October leaderboard 📊Polanski receives his worst favourability rating since becoming leader of the Greens 📊Farage & Polanski are the politicians where majority are unfavourable 📊Burnham is the only politician with a net favourable rating 👉 https://tinyurl.com/89pmr7n6 Fieldwork October 9-13

Is "headphone dodging" Britain's most unacceptable public transport habit? Our latest poll suggests Brits will have little sympathy for the targets of Andy Burnham's new campaign. 📊👉 tinyurl.com/3rv83pcv

Perceptions of Andy Burnham's political identity have strengthened since entering Number 10. Prior to becoming PM only 37% thought it was clear what he stood for. However, since he's become Prime Minister this has jumped to 57%. 👉 https://tinyurl.com/89pmr7n6

84% of Brits think its clear what Nigel Farage stands for, and just over half say the same for Burnham (57%) and Badenoch (54%). The leaders of the Green Party and Liberal Democrats lag further behind. 👉 https://tinyurl.com/89pmr7n6

For the first time this parliament, the Conservatives are seen as the main opposition to Labour. 👉 https://tinyurl.com/89pmr7n6

Over 4 in 10 think it’s likely that Andy Burnham will win the next General Election. When we asked Brits this question about Starmer during his tenure, the majority thought a win was unlikely. 👉 https://tinyurl.com/89pmr7n6

Women are most likely to say there are no circumstances where they would be willing to take up arms and go to war for Britain (56% vs 40% of men). Middle-aged Brits (35-54) are also most likely to say the same (54% vs 45% of 18-34 year-olds) 👉 https://tinyurl.com/445nr69k

Ahead of the Autumn Budget, join @chepker, Andy Haldane, David Aikman and @_AlexBogdan for a discussion on the difficult choices facing Government. Register 👉 https://tinyurl.com/57p832fm

What trade-offs are the public willing to make when it comes to tax, spending and national priorities? Join the Ipsos x @niesrorg.bsky.social webinar to hear insights from Ipsos polling & an expert panel ahead of the Autumn Budget. 📅 20 October 🕧 12:30-13:30 Register👉 https://tinyurl.com/57p832fm

Before Celebrity Traitors even began, fans made their predictions... ⭐ Most likely to win: Michael Sheen (10%) 🗡️ Best Traitor: Ross Kemp & Richard E. Grant (9%) 😬 Most likely to be worst at the game: Rob Beckett (12%) Full findings 👉 https://tinyurl.com/ycyvj6tz

September leaderboard   📊 (Fieldwork September 18-23, before Labour and Conservative Party Conferences) 👉 https://tinyurl.com/52j2ccwx

What do 16-18-year-olds actually think about Burnham? 🤔 When we asked our focus group what comes to mind, one answered: "Politics and pubs. The Smiths." But awareness is patchy. When asked if they know what his current role is, one said: "Is it Prime Minister? I want to say Prime Minister."

Who do Britons trust more: politicians or the Celebrity Traitors? 👀 Michael Sheen (52%) and Romesh Ranganathan (52%) top the trust rankings in our head-to-heads 👉 https://tinyurl.com/ycyvj6tz

Immigration remains Britain's top concern (44%), as concern about inflation and defence rises. + concern about inflation is up 6ppts since August to 27%, close to worry about the broader economy 👉 https://tinyurl.com/msh2ttc7

It's the sound of the underground 🚆 9 in 10 (88%) Brits say listening to music or watching videos out loud is unacceptable on public transport! But 22% say it's alright to take a phone call 📲👉 https://tinyurl.com/3rv83pcv

See it. Say it. Sorted? 95% of Brits say littering is unacceptable on public transport, followed by vaping (89%) and playing music or videos out loud (88%). Are there worse offences? 👀

Most capable PM? 35% of Brits say Burnham 👉 https://tinyurl.com/35hrhzc6

Join us in Liverpool! We're bringing together fresh insights from qualitative research with young voters, and an expert panel, to answer how do Labour get Gen Z voters on side and keep them as we move towards the next general election? 👉 https://tinyurl.com/y4c2nnyc

Amid renewed public discussion about Harry and Meghan's relationship with the UK and the wider Royal Family, public favourability remain broadly stable. 👑 ❤️ 49% have a favourable view of The Royal Family (+2ppts since Oct '25), while 24% have an unfavourable view 👉 https://tinyurl.com/54cf9vt8

Burnham compared to past PMs 📜 2 months into the PM role, Burnham’s satisfaction ratings don’t stand out by historic standards. Cameron, May, Blair and Major all had clear majorities satisfied by this point.

NEW headline voting intention from Ipsos 📊Labour have a 4 point lead, ahead of their Party Conference. 📊Labour (-1), Reform UK (-2) and the Lib Dems (-1) all see a small drop since last month. 📊Whereas the Conservatives (+3) and the Greens (+1) both see a slight increase since August.

Brits may not agree on every Royal - but most agree on one thing: the monarchy is here to stay. 👑 83% think Britain will still have a monarchy in 10 years, while Catherine and William remain the most favoured members of the Royal Family (65%) 👉 https://tinyurl.com/54cf9vt8

Only 35% of Britons believe Artificial Intelligence is having a positive impact on the world, compared with 49% who disagree. More coming soon in our Ipsos Global Trends report 🌎👉 https://tinyurl.com/4ptphvr6

Would Brits welcome Harry and Meghan back? The public is largely indifferent (48%), but younger generations are more supportive. 👑 38% think it would be a good thing if Harry and Meghan were to reconcile with other members of the Royal Family 👉 https://tinyurl.com/54cf9vt8

62% of British adults fear that technical progress is ‘destroying our lives’. This is +7ppt since 2025 and the highest score recorded since Ipsos first asked the question in 1997. More coming soon in our Ipsos Global trends report 👉 https://tinyurl.com/4ptphvr6

75% think Britain is getting worse as a place to live - only slightly down from the record breaking 80% in November 2025. ☂️ Only 6% believe its getting better!

62% now agree that "technical progress is destroying our lives" and only 35% say AI is having a positive impact on the world (-7ppts since 2025). As the public debate over the safety of AI rages, Britain is among the least optimistic about AI in our upcoming Ipsos Global Trends report. 🇬🇧

Top 3 issues for Britons when deciding their GE vote: 1. Healthcare / NHS / Hospitals (61%) 🩺 2. Inflation / rising cost of living (58%) 💷 3. Immigration (48%) 🛂 👉 https://tinyurl.com/7jwe8twn

Image of the party leaders according to the British Public 🖼️

August leaderboard 📊Burnham Bounce: 40% are favourable towards Andy Burnham (+8 from July). 📊Brits are more than twice as likely to be unfavourable towards Farage (54%) as favourable (26%). (Fieldwork August 21-27)

NEW Ipsos Issues Index: August 2026 👉 https://tinyurl.com/399z4r9c 🔝 4 in 10 (42%) continue to see immigration as one of the most important issues facing the country, while concern about climate change and the environment is +5pts since July to 13%.

Across 30 countries, people are most likely to name crime & violence as their top concern at 32%. 29% say rising prices is the main issue - but for Britain, Spain, The Netherlands, Ireland & Germany, immigration control tops the list 🔝 More detail👉 https://www.ipsos.com/en/what-worries-world

Join us at the Reform Party Conference to unpack where the electorate stands on Reform UK. Here's a sneak peek 👀 🪪 65% of right-leaning voters are considering the party. 📊 But only 21% of Brits currently view Reform UK as ready for government. How can they turn it around? Find out at 10:30!

What do voters really want from Reform? We're heading to the Reform party Conference to present exclusive polling and dissect what matters most to voters right now. Panellists: Trinh Tu, Llŷr Powell MS, Keiran Pedley, Natasha Clark & Lucy Harris. Join us! 🗓️ 4 Sept | 10:30–11:35 📍 Union Room

The nation has chosen 🍫 Chocolate wins as the nation's favourite, with 61% choosing it over cheese (35%) 🧀

Nothing like exclusive opinion polls to start your day ☕📊 Heading to Birmingham next week? Kick off the conference with exclusive insights into what voters actually want - delivered to you by Britain's longest-running pollster. 4 Sept, 10:30-12:00, Union Room

Schools back next week! And parents couldn't be happier, with 65% saying they're excited for their kids to go back to school. 🗺️Londoners are the most excited (80%) followed by Southerners (70%) and Scots (67%). 👨And men are more excited for the new term than women - 74% men, 58% women.

Ipsos polling finds there is support for companies and brands promoting LGBT+ rights - but it's not as widespread as it was five years ago. Article from BBC 📰👉 https://www.bbc.co.uk/news/articles/cj63jyl09jxo

Feeling peckish? Breakfast may be the most important meal of the day, but it's not Brit's favourite! That spot is reserved for dinner, with 6 in 10 (62%) naming the evening meal as their favourite 🍝

45% of Brits back personal tax cuts even if it means spending less on public services (up from 36% in February '26) 💸 particularly among Conservative and Reform voters. 32% want to see higher spending 👇

Farage received a strong majority in the Clacton by-election yesterday increasing his total votes from the 2024 election. But public satisfaction with the Reform UK leader has been slowly declining. 🔵June 2025 - 34% satisfied, 49% dissatisfied. 🔵 August 2026 - 23% satisfied, 61% dissatisfied.

What did you wear to work today? ☀️ Some items - from flip flops to vest tops to shorts - might be controversial! More in BBC News 👇📰 https://www.bbc.co.uk/news/articles/cre49389g1qo