Ipsos polling for the Academy of Medical Sciences

New polling by Ipsos for the Academy of Medical Sciences on the public's experiences and knowledge of the end of life

Ipsos interviewed a representative quota sample of 966 British adults aged 18+ between 5 and 14 April 2019. Interviews were carried out face-to-face using Ipsos’s “capibus” omnibus survey. Data is weighted to match the profile of the population. Full data tables are available from the Ipsos website.

In line with the principles of informed consent, participants were given the opportunity not to answer questions on this sensitive topic. A screener question was asked ahead of the module giving some background and asking if participants were happy to answer questions on this topic. Those who were not (35% of the whole sample) were not asked any questions from the poll. 

In total, 612 participants answered the questions in this section. Those who chose not to tended to be older, in social grades C2 and DE, and with fewer formal educational qualifications. 
 

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