Appendix A: Detailed Survey Methodology

This report is based on fieldwork undertaken by Survation between 11th and 14th August 2024. The survey was conducted via online interview. Invitations to complete surveys were sent out to UK residents aged 18+.

UK residents aged 18+ were sampled, with a sample size of 2,027. 

Data were weighted to the profile of all adults in the UK aged 18+. Data were weighted by age, sex, region, highest level of qualification, annual equivalised household income, 2024 general election vote, 2019 general election vote, and 2016 EU referendum vote. Targets for the weighted data were derived from the Office for National Statistics Data.

Because only a sample of the full population was interviewed, all results are subject to margin of error, meaning that not all differences are statistically significant.

For example, in a question where 50% (the worst case scenario as far as margin of error is concerned) gave a particular answer, with a sample of 2,027 it is 95% certain that the ‘true’ value will fall within the range of 2.31% from the sample result.

Subsamples from the cross-breaks will be subject to higher margin of error, conclusions drawn from cross-breaks with very small sub-samples should be treated with caution.

Question presentation

All data tables are shown in full, in the order and wording put to respondents, including but not limited to all tables relating to published data and all relevant tables preceding them.

Tables for demographic questions might not be included but these should be clear from the cross-breaks on published tables.

In all questions where the responses are a list of parties, names or statements, these will typically have been displayed to respondents in a randomising order.

The only questions which would not have had randomising responses would be those in which there was a natural order to maintain – e.g. a scale from “Very important” to “Not at all important”, a list of numbers from 0 to 10 or questions which had factual rather than opinion-related answers such as demographic information. “Other”, “Don't know” and “Refused” responses are not randomised.

Not all questions will have necessarily been asked to all respondents – this is because they may be follow-on questions from previous questions or only appropriate to certain demographic groups. Lower response counts should make clear where this has occurred.