Market Research Society Conference to Reveal Latest Thinking on Polling and Political Research

Date: 23 January 2004

How will e-democracy work and should it be regulated? - Peter Kellner to reveal the results of YouGov's e-democracy experiments
Does research contribute to or corrupt the political process? - Deborah Mattinson of Opinion Leader Research to share new approaches to political research

The complexities of political research and e-democracy will be highlighted in a groundbreaking session at this year's Market Research Society (MRS) conference, 'RESEARCH 2004: Welcome to the Dream Economy', which is taking place between 11-12 March, 2004. Leading market researchers, Peter Kellner, Chairman of YouGov and Deborah Mattinson, Joint Chief Executive of Opinion Leader Research, will add their views to this topical debate in a conference session entitled 'I have a dream..'.

New communications technologies have made it easier than ever before to find out what people think. Members of the public can share their opinions, join in a debate, even vote, without leaving their homes. This presents politicians with fast and inexpensive new ways of soliciting the views of their constituents.

This brave new world of 'e-democracy' presents both opportunities and risks. The opportunity is the chance for people to engage more easily in politics, to have a voice and to contribute to the policy making process through consultation. The risk is that the system is vulnerable to abuse with a greater opportunity for respondents to falsify their personal details.

YouGov will present the results of its research into open-access opinion polling and examine whether e-democracy should be regulated, how and what rules may be needed. Opinion Leader Research will outline new approaches to political research, drawing on examples from their clients, to show how research can help political parties and leaders reconnect with the electorate in a time when influence is increasingly coming from 'below' (the public) rather than 'above' (government).

Vicky Stokes, Head of Conferences, Training and Seminars at the MRS commented, "This year's MRS conference again offers access to some of the highest quality intellectual capital available. The subject of political research is always hotly debated and this is sure to be a stimulating and exciting session."

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