Omnisis and The Economist launch UK voter prediction tool

The tool, called Build a Voter, was built by The Economist based on 100,000 pieces of polling data gathered by Omnisis since September 2023.

The data was taken from responses to Omnisis’ polling brand WeThink, and Build a Voter will allow people to explore the voting intention of more than 900,000 demographic groups, based on eight characteristics.

The eight demographic characteristics are region, age, sex, ethnicity, education, employment, housing and population density.

The tool then produces two charts, with the first showing how each characteristic shifts an individual’s probable vote from the national average and the second demonstrating how this voter compares with other groups of voters, and how many voters share the same characteristics.

Brian Cooper, managing director and founder at Omnisis, said: “We pride ourselves on gathering robust polling data, so to see it being used and brought to life in such an innovative way is brilliant.

“There’s no doubt that the Build a Voter tool will provide fascinating insights in the run up to the next general election and we can’t wait to see how accurate the predictions are after polling day.”

James Fransham from The Economist said: “The data from WeThink were invaluable in creating this tool.”