More in Common

More in Common leads and supports initiatives to build more united, inclusive, and resilient societies. Our mission is to understand the forces driving us apart, help societies find common ground and bring people together to tackle shared challenges. In the UK, our work is best described as being part consultancy and part think tank. We provide a full suite of research services including polling and focus group research; evidence reviews and secondary data analysis; audience mapping and audience strategy; strategic communications strategy and campaign development. More in Common are members of the British Polling Council. Our work is informed by our ground-breaking segmentation of the British public. This unique values-based lens to our quantitative and qualitative research means we can understand not only what the public thinks of the big challenges facing British society today – but crucially why they think it. Our insights help leaders in government, the media, business, and civil society to develop better strategies and communications – particularly in reaching disengaged communities far from the Westminster/London bubble – and to better navigate tricky and divisive issues. Over the last year, More in Common has published agenda-setting thought leadership on a whole range of debates facing British society – including exploring the public’s starting points on assisted dying and immigration; understanding how the British public is navigating major debates from trans and gender identity to the conflict in Israel and Palestine; and our political research has helped policymakers and politicians understand the dramatic fragmentation of our politics. Our work is regularly covered in the British press and media and we’ve developed a series of partnerships with broadcasters and newspapers to deliver top-quality research insights. In the 2024 General Election, we were among Britain’s most accurate pollsters and used our focus group research to put people and public opinion at the centre of coverage of the election campaign.Through our consultancy, More in Common has also supported dozens of partners with insights and strategic communications support. We’ve helped national institutions such as the BBC, British Library and National Trust to better understand their audiences, we’ve helped partners in government and civil society with the set-up and delivery of the Homes for Ukraine scheme, and we’ve supported a range of partners to test their policy proposals from the National Farmers Union to Rethink Mental Illness among many others.