How we carried out this research

This was a large-scale qualitative project with a diverse sample covering all four nations. Interviews in Welsh were also carried out. The work was carried out by Revealing Reality.

During January, February and March 2021 we conducted a total of 50 focus groups, 48 depth interviews and 15 follow up interviews, speaking to over 300 people about their voting experiences. The research covered:

  • ages 18 to 85 in UK
  • 16-17 in Scotland and Wales
  • a range of socio-economic groups
  • urban and rural locations across the four nations
  • the disenfranchised and the highly engaged
  • those who have voted all their lives and those who have never voted before
  • those spanning the political spectrum

The research also ensured representation from those with health needs, such as physical disabilities, hearing / visual impairments and mental health issues. It also included non-internet users and participants with low digital confidence.

  • To identify what the public think about the current ways people can cast their vote at elections in the UK
  • To understand what is important to people when they vote
  • To understand what would improve people’s voting experience
  • To explore what people think about proposed alternative ways of being able to cast their vote, and why they may prefer some options over others
  • To understand whether there are differences in views and opinion by demographic or voting method
  • To identify what information the public wants about elections, voting and politics
  • To examine why people want this information, and what would change if they had it
  • To explore what information is most important to different groups of people
  • To understand how people assess whether information is good information 
  • To understand the importance to people of the source of any information