--- title: "Election Results: What We Learned | Angelfish Fieldwork" description: How did the public react to the general election? We polled our community to find out. Learn more about what our pulse survey revealed here. image: https://info.angelfishfieldwork.com/hubfs/Someone%20voting%20against%20a%20yellow%20background%2c%20representing%20community%20insights.png --- [![Angelfish Fieldwork](https://info.angelfishfieldwork.com/hubfs/2019%20Logo%20PNG.png)](https://angelfishfieldwork.com/) - [About Us](https://angelfishfieldwork.com/about-us/) - [What makes us different](https://angelfishfieldwork.com/about-us/what-makes-us-different/) - [What we do](https://angelfishfieldwork.com/about-us/what-we-do/) - [Meet the team](https://angelfishfieldwork.com/about-us/meet-the-team/) - [Our Community](https://angelfishfieldwork.com/our-community/) - Sectors - [Media](https://angelfishfieldwork.com/our-community/our-community-media-market-research-recruitment/) - [Retail](https://angelfishfieldwork.com/our-community/recruiting-retail-market-research/) - [Charity](https://angelfishfieldwork.com/our-community/charity-market-research/) - [FMCG](https://angelfishfieldwork.com/our-community/market-research-fmcg-sector/) - [Consumer Health](https://angelfishfieldwork.com/our-community/consumer-health-market-research/) - [Audiences](https://angelfishfieldwork.com/audience-research/) - [Baby Boomer](https://angelfishfieldwork.com/participant-recruitment-for-over-60s/) - [Generation Alpha](https://angelfishfieldwork.com/our-community/market-research-with-children/) - [Generation X](https://angelfishfieldwork.com/our-community/gen-x-research/) - [Generation Z](https://angelfishfieldwork.com/market-research-gen-z/) - [Millennials](https://angelfishfieldwork.com/recruitment/recruiting-for-market-research-with-millennials/) - [Angelfish Opinions](https://angelfishfieldwork.com/about-us/angelfish-opinions/) - [Recruitment](https://angelfishfieldwork.com/research-participant-recruitment/) - [Customer Closeness](https://angelfishfieldwork.com/recruitment/customer-closeness/) - [Accompanied Shopping](https://angelfishfieldwork.com/recruitment/accompanied-shopping/) - [Customer Workshops](https://angelfishfieldwork.com/recruitment/customer-workshops/) - [Digital Ethnography](https://angelfishfieldwork.com/recruitment/ethnography/) - [Intercept Interviews](https://angelfishfieldwork.com/recruitment/intercept-interviews/) - [Design Sprints](https://angelfishfieldwork.com/recruitment/design-sprints/) - [Focus Groups](https://angelfishfieldwork.com/recruitment/focus-groups/) - [Market Research Online Communities](https://angelfishfieldwork.com/recruitment/market-research-online-communities/) - [User Experience Testing](https://angelfishfieldwork.com/recruitment/user-experience-testing/) - [User Research](https://angelfishfieldwork.com/recruitment/user-research-recruitment/) - Our Work - [Case Studies](https://angelfishfieldwork.com/market-research-case-studies/) - [Clients](https://angelfishfieldwork.com/clients/) - [Data Quality](https://angelfishfieldwork.com/market-research-data-quality/) - [Project Showcase](https://angelfishfieldwork.com/showcase/) - [Testimonials](https://info.angelfishfieldwork.com/testimonials) - Insights - [Blog](https://info.angelfishfieldwork.com/market-research-fieldwork-blog) - [Useful Resources](https://info.angelfishfieldwork.com/resources) - [Let’s Talk](https://info.angelfishfieldwork.com/market-research-fieldwork-quote) ![market research ballot](https://info.angelfishfieldwork.com/hubfs/Someone%20voting%20against%20a%20yellow%20background%2c%20representing%20community%20insights.png) # Election Results 2024: What We Learned from the Public in [Pulse Surveys](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/topic/pulse-surveys) by [Kelly Barnard](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/author/kelly-barnard) ## On the morning the General Election results were announced, we conducted a pulse survey to capture the immediate reactions of our community. A selected group of our amazing, engaged community at [**Angelfish Opinions**](https://www.angelfish-opinions.com/) responded, providing a fresh and timely snapshot of the country's mood just as the news broke. With the [**Labour Party**](https://labour.org.uk/) emerging as the winner, we were keen to understand how this outcome might shape public sentiment and consumer behaviour—key information for brands looking to stay aligned with their audience.  ## Who we asked  We gathered responses from a [mix of individuals](https://angelfishfieldwork.com/recruitment/market-research-online-communities/)[across the UK](https://angelfishfieldwork.com/recruitment/market-research-online-communities/), spanning a range of ages and political views. This allowed us to explore not only how people felt about the election results but also the key issues that influenced their vote.  ## Key findings  Here are some of the key insights from our survey:  ### Relief and uncertainty While many respondents expressed **hope** that Labour’s win would bring positive change, others were more **neutral** or **disillusioned**. One participant captured the sentiment of unease, saying, “Disappointed, worried, and frightened of the next five years.” ![market research thoughts on election results](https://info.angelfishfieldwork.com/hs-fs/hubfs/image-png-2.png?width=500&height=503&name=image-png-2.png) ### Who won? Just over a **third** of respondents said they voted for the **Labour Party**, while **over half** had voted for another party. The remainder either did not vote or chose not to disclose their vote. ### **Voting behaviour** Interestingly, most respondents (**around three quarters**) voted for the **party or person** they originally intended, but **20%** admitted to **voting tactically** to influence the overall outcome. ## Surprising insights One particularly interesting finding from this survey was the number of people who **changed their mind** during the campaign:  ### **Changing minds** Although many voters stayed loyal to their chosen party, about **20%** of respondents changed their mind during the election campaign, showing how opinions shifted during the lead-up to the election. This highlights the **volatile nature** of public opinion in such a closely watched event, and how certain issues or campaign messages may have swayed decisions at the last minute. ![market research graph](https://info.angelfishfieldwork.com/hs-fs/hubfs/image-png-3.png?width=500&height=495&name=image-png-3.png) ### **Content influence** A **third** of respondents said **TV debates** were the biggest influence on their voting decision, while **20%** pointed to **social media** and another **20%** cited **discussions with friends and family**. This underscores the growing importance of **digital channels** and personal conversations in shaping political views. Our **pulse survey**, conducted just as the election results were revealed, offers real-time insights into the nation's mood. For brands, understanding these shifts in sentiment is essential to anticipating changes in consumer confidence and adapting marketing strategies accordingly.  ## Need insights for your next project? Reach out to [Angelfish Fieldwork](https://angelfishfieldwork.com/about-us/what-makes-us-different/) to see how our [**market research services**](https://angelfishfieldwork.com/recruitment/) can help you capture real-time insights and make informed business decisions.  Whether you’re planning an upcoming pitch or finalising your research, Angelfish Fieldwork can help with insights and support you along the way. We've helped [hundreds of happy clients](https://info.angelfishfieldwork.com/testimonials) over the years find the insights they're looking for, from the [BBC to Ikea. ](https://angelfishfieldwork.com/clients/) Curious to find out more? Explore some of our recent pulse surveys—find out what people thought about the [2024 Olympics](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/olympics-what-we-learned-from-the-public) and the [2024 Back to School period](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/back-to-school-what-we-learned-from-parents)—and see how we can help you succeed. 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