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Ipsos in the UK - Policy & Evaluation Spotlight Projects
Throughout 2025, our evaluations have influenced policy within the UK regions, at the national level and internationally. In this post we present some of our most impactful projects this year.
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Santa’s newest little helper? AI’s role in Christmas gifting
Exclusive research shows AI is playing an increasing role in the Christmas gifting journey – particularly for younger, tech-savvy shoppers.
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Predictions for 2026: Three quarters of Britons expect large-scale public unrest in the year ahead
Three quarters of Britons expect large-scale public unrest in 2026.
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Public thinks that Farage is most likely to embarrass himself at office Christmas party while Badenoch is the dancing queen, Ipsos poll reveals
32% of respondents believe Nigel Farage would be the most likely to embarrass themselves at the office Christmas bash.
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'All I Want for Christmas' overplayed according to Britons, while they want to hear more ‘Fairytale of New York’
Britons say that 'All I want for Christmas' is the most overplayed Christmas song, while they want to hear 'Fairytale of New York' more often
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Andy Burnham preferred to Keir Starmer as PM, narrowly leads Nigel Farage
Keir Stamer and Nigel Farage neck and neck – both lead Zack Polanski, Wes Streeting and Ed Miliband. Meanwhile, Kemi Badenoch is now in a statistical tie with both Keir Starmer and Nigel Farage
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The findings of an evaluation of the Accelerating Reform Fund (ARF) have now been published
Ipsos UK was commissioned by the Department of Health and Social Care (DHSC) to conduct an evaluation of the Accelerating Reform Fund (2023-2025). The Fund supported local authorities in England to reform and improve their adult social care services through innovation projects.
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SNP remain ahead but Reform support in Scotland rises, while Labour support slumps
The SNP continue to lead on Scottish Parliament voting intention, with 35% of the constituency vote share – a 17-point lead over Reform UK.
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Ipsos Veracity Index 2025
Nurses, engineers and doctors remain Britain’s most trusted professions while advertising execs, government ministers, politicians, and social media influencers are the least trusted.
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Men more likely to overestimate their abilities on various tasks from swimming the English Channel to scoring a Premier League goal compared to women
Ipsos polling reveals that men are generally more confident in their capabilities across various tasks than women.