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Britons split on whether they would prefer Labour or Reform UK to win the next election

If given a choice between the Labour party led by Keir Starmer and Reform UK led by Nigel Farage, Britons are split on which party they would prefer to win the next General Election. 38% say the Labour party led by Keir Starmer, while 35% say Reform UK led by Nigel Farage.
28 September 2025
Society

Reform UK leads by 12 pts over Labour as both PM and Chancellor hit historic low satisfaction ratings

Reform UK leads by 12 pts over Labour as both PM and Chancellor hit historic low satisfaction ratings.
27 September 2025
Society

6 in 10 Britons believe shoplifting has risen over the past year, half believe drug related crime has increased

Over half of Britons (59%) believe shoplifting has increased in their local area in the past 12 months.
27 February 2025
Society

Britons Divided on AI's Impact as UK Government Aims for Global Leadership

Three in ten (29%) believe AI will have a positive impact, while 26% say anticipate a negative impact (23% no difference).
27 February 2025
Society

Easier access to GP practice appointments is now the public’s top priority for the NHS, overtaking resolving staffing issues

The public’s priorities for the NHS have shifted since May 2024. For the first time, making it easier to get appointments at GP practices is the public’s top priority for the NHS (38%). This is followed by improving waiting times for A&E (33%), reducing the number of staff leaving the NHS by improving working conditions (29%) and reducing waste and improving the efficiency of NHS services (29%).
25 February 2025
Society

More Britons favourable towards Nigel Farage than Keir Starmer, Kemi Badenoch and Ed Davey

Three in ten are favourable towards Farage, 46% unfavourable.
24 February 2025
Society

Around 8 in 10 Britons concerned about having to wait on a trolley at A&E

When asked what words they think of when they think of the NHS, “long waiting times”, “understaffed”, and “delays” are the most common responses.
24 February 2025
Society

British public opinion about the conflict in Ukraine, three years on

2 in 3 or more continue to be concerned about the impact of the Russian invasion of Ukraine on Ukrainian civilians, the UK economy and UK national security.
23 February 2025
Society

DHSC publish results from survey on the work-related quality of life and wellbeing of the adult social care workforce.

The Department of Health and Social Care (DHSC) commissioned Ipsos, the University of Kent and Skills for Care to develop, design and conduct a survey of the adult social care workforce in England to measure work-related quality of life and wellbeing. This research was commissioned and conducted in 2023, but the findings are still relevant and provide insights and evidence to inform policy development to support the adult social care workforce.
20 February 2025
Media & Brand Communication

New Ipsos measurement contract as PAMCo advances collaboration with Barb

The new approach to data collection means PAMCo optimises their use of high-quality face-to-face interviews.
18 February 2025