An Ever-Changing Mood: Qualitative Research and the 2017 Election Campaign

  • Paul Carroll
  • Suzanne Hall


Paul Carroll and Suzanne Hall trace the course of the election campaign and the changing mood of the electorate through qualitative research (focus groups), which gives the voters the chance to speak in their own words. The research picks up a general dissatisfaction with and feeling of remoteness from “the Westminster elite”, and changing attitudes towards Theresa May and Jeremy Corbyn during the campaign as the public learned more about them: Corbyn’s image improved, while May was damaged by the ‘dementia tax’ proposals in the Conservative manifesto and her uncertain response to the controversy they caused. Other themes explored are fatigue with the government’s austerity policies after seven years and the reluctance of voters to use the election to refight the Brexit referendum.


Focus groups Leader image Campaign effects 

Copyright information

© The Author(s) 2019

Authors and Affiliations

  1. 1.Ipsos MORILondonUK

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