A Quarter of Tories Support National Insurance Hike, Says Relaunched WhoShouldYouVoteFor.com

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http://www.whoshouldyouvotefor.com - the most popular political website in the 2005 General Election - has relaunched for 2010.

whoshouldyouvotefor.com is back

The site also reveals that 58% of voters (from a sample of more than 8000) think that being perceived to be upper class is no barrier to being an inclusive Prime Minister

The ground-breaking website http://www.whoshouldyouvotefor.com, the first of its kind in 2005, is now able to provide a unique snapshot of real voters' opinions in the run-up to this year's election. As before, the aim of the site is to give voters a clear view on the party stances on a wide range of issues, not just the one dominating that day's headlines. But this time the site records more data than ever, with bigger samples than any polling organisation can muster.

Paul Lenz, one of the site's two co-founders, said: "As we enter one of the most interesting and intense election campaigns for a generation, we believe that it is vital for voters to understand how their choice will affect them. Whoshouldyouvotefor.com can't make the voting decision for them, but helps to make them better informed on the issues that matter to them."

One difference from 2005 is that the site now has a powerful analytics engine which enables the team to gather great insight on the electorate's views on key areas of policy - effectively turning the site into a massive opinion poll on the issues. The site soft-launched on Friday 8th April to test the system and gather initial feedback - without any publicity, it has already been used by more than 10,000 people. Some interesting trends are emerging immediately:

On the statement "National Insurance should be increased by 1% in 2011 to reduce spending cuts", 44% of site users agree, 17% are neutral and 39% disagree - interesting, but not that meaningful without knowing the political leanings of the users. Fortunately whoshouldyouvotefor asks users to select the party result they anticipate getting. Splitting the results on this question by party (based on more than 1000 supporters of each) gives:

Labour: Agree: 63% Neutral: 12% Disagree: 25%
Conservative: Agree: 26% Neutral: 9% Disagree 65%
Lib Dem: Agree: 47% Neutral: 19% Disagree: 34%

The take-away messages from this one question (there are 28 others) include:

  • a quarter of likely Tory voters oppose the party's official policy on National Insurance
  • nearly half of natural Liberal Democrat voters support Labour's NI policy, although the LibDems have not officially declared the party's position.

The site also reveals that 58% of voters (from a sample of more than 8000) think that being perceived to be upper class is no barrier to being an inclusive Prime Minister. More fascinating statistics will be revealed by the site as the election campaigns progress.


1. In the weeks running up to the 2005 UK General Election more than one million people used whoshouldyouvotefor.com, making it the Hitwise-certified most popular political website in the country. As with 2005, users of the 2010 site rate their views on a list of issue statements (from strongly disagree to strongly agree). By comparing these opinions to stated policy positions the site then tells the user which of the main parties most closely reflects their views.
2. whoshouldyouvotefor.com is politically neutral - Thoughtplay Ltd, which runs the site, has not received funding from any political party, organisation or individual - accounts are available at Companies House. The team behind the site - Andrew Chapman and Paul Lenz - have no political connections. Great care has been taken to ensure that the statements and scoring do not show any bias - more details of this can found on the FAQ section of the site.
3. Further updates about the site are available via http://twitter.com/wsyvf, by emailing contact@thoughtplay.com and at a forthcoming data section of the site itself, which will be launched after the main parties' manifestos are available. (The site's questions and weightings will be updated to reflect policy statements from the manifestos.)

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Andrew Chapman/Paul Lenz
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