By Sarah Vizard

There were gasps of surprise around the country when the exit polls at the general election predicted an outright Conservative majority. Few were more surprised, however, than the companies that had been doing pre-election polling.

Almost all had been predicting a hung Parliament, with Labour and the Conservatives neck and neck with 34% of the vote. In the end, however, the Conservatives won– taking 37% of the vote to Labour’s 31%.

The errors prompted a review of the polling industry by the British Polling Council and the preliminary findings of that are now out. It found that “unrepresentative” samples were to blame.

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Source: Marketing Week