Maybe you’ve noticed, politics is increasingly tribal—and emotional. Anguish, hope, fury, disappointment. These are the calling cards of Remainers, Brexiteers, socialists, neo-liberals, conservatives—indeed any of us with a political label.
There is a clear problem here for political pollsters. How do the answers that our respondents provide relate to their own underlying emotional engagement? If we are measuring preference but not the emotional intensity behind it, is that harming the usefulness of our data?
We discussed a potential solution in Prospect a year ago and now know more. The key might be using…
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