The Opinium Social and Political polling team run regular UK and International political research for a number of clients.

Opinium accurately predicted the share of vote in the London Mayoral Elections in 2008, the 2009 EU Elections and the UK General Election of 2010, where we teamed up with the Daily Express newspaper to calculate voting intent leading up to May 6th 2010 General Election.

You can find our latest UK Voting Intention findings and an explanation of our methods here.

Opinium's key question is asked to elicit Voting Intent 'on that day'. It asks: "If there were a General Election tomorrow, for which party would you vote?"

This approach has been found to be more accurate and sensitive than asking how respondents would vote in the future, especially as the date of the Election is only confirmed shortly before polling and we need to measure voters’ mindset in between Elections. So we do not claim that we are predicting how people will vote – we are measuring how they would have voted if the Election had been on the day of our survey.

We are members of the British Polling Council.