Surveys will track voting intentions and will be used to assess the state of play in key marginals and gauge the potential impact of tactical voting on the final election outcome.

Mike Smithson (pictured), the blog’s editor, said: “When a poll is published, we are reliant on what’s asked and how it is reported by the media organisation that commissioned it. Our aim is to make the detailed data available as soon as the poll is published.”

Angus Reid Strategies, part of the Vision Critical group, has carried out political polling in Canada since 2006 and claimed to be the only agency to exclusively use online methods during the country’s federal campaign in 2008.

Vision Critical’s UK research director Andy Morris said: “[PoliticalBetting] is the perfect partner to showcase how the internet has changed the nature of debate and research. We’ll be using the techniques that have made us Canada’s most accurate polling organisation to bring a fresh face to opinion polls in Britain.”