Original article by Roy Morgan Research
Morgan Poll Update – Page: Online : 24-Jun-16

The majority of pollsters predicting the result of the UK’s referendum on whether to remain a member of the European Union got the result wrong with their final polls released in the week before the referendum. The final result shows that 51.9 per cent of Britons opted to leave the EU, while 48.1 per cent wanted to remain in the EU. This was a close result, but of the six polls released on the day before the referendum only two correctly predicted that the majority of Britons would vote for so-called ‘Brexit’. TNS and Opinium produced poll results of 51 per cent for Leave and 49 per cent for Remain when those who were undecided or not voting are excluded. Both of these polls were conducted online. Of the four polls that predicted a victory for Remain, two were conducted online and two were conducted via telephone. The final results of the referendum show that using a methodology that provides the most accurate possible measure of a population’s key demographics – which includes polling people who may not be easily reached by traditional polling methods such as the landline telephone – is the key to producing an accurate representation of the people’s feelings on a matter. Roy Morgan believes that its multi-mode polling methodology that utilises an addressed based probability sample including face-to-face interviewing, landline telephones and mobile telephones, and can incorporate online polling as well, is the best way to provide an accurate representation of how the population thinks about a given matter.

CORPORATES
ROY MORGAN RESEARCH LIMITED, TNS, OPINIUM