Public Perception & Polls

Norstat specialises in high-quality data collection for public perception and polling research. Our quantitative and qualitative research methods ensure reliable data gathering about any desired topic or target group, allowing you insight into people’s decision-making processes.

We are an experienced public opinion pollster, with polls featured globally, including on BBC News, ERR, and The Sunday Times. Our expertise in polling and surveys enables informed decision-making in both policymaking and the private sector.

In 2024, we were ranked the #1 regular pollster by Election Maps UK for the UK general election. See how we did here.

The Norstat online panel

Collecting data to understand public opinion represents unique challenges, such as obtaining accurate, reliable, and representative data from key demographics. By using our online panel, which now has over 4 million respondents across 19 European countries, complex views can be captured quickly and cost-effectively. Using profiling and screener questions, we can survey people based on characteristics such as:

• Demographics: Age, gender, income, education, location.
• Service usage: Current users vs. non-users.
• Behavioural segmentation: Lifestyle, interests, purchasing, attitudes, values, politics.
• Media consumption: Usage and time spent on various media channels.
• Bespoke: Profiles that are specific to your product/industry/audience

We are a member of ESOMAR, the Market Research Society, and the British Polling Council, and adhere to ethical practices in data collection and use. Read more in our response to ESOMAR’s 37 questions.

Data quality

Data quality is key, whether it is online political polling or data supporting decisions made by Government-funded organisations. To maintain data quality and integrity, we use screeners to match target demographics, apply consistent survey administration to avoid bias, and enable rigorous data validation processes. Our clients back up our claims for panel quality, scoring us:

• 5.1/6 for panel quality
• 5.3/6 on the ability to deliver
• 5.3/6 on client satisfaction
• 49 net promoter score

 Read more about our extensive data quality practices here.

Contact Norstat Today

If you’re looking for an online panel with impeccable data quality, whether it’s fieldwork support for your polling activity, sample only or a full-service research project, please get in touch. Alternatively, if you’d like to conduct your own polls to generate PR we can advise you on survey design, weighting, sampling and models to ensure the data stands up to scrutiny. Get in touch now.