Election Special. Flawed Research in 101 words.

Election Day and polls predict a tight outcome, but the measurement of 'intention to vote' is flawed.

When they are consulted, voters are primarily concerned with self image not wanting to be seen as; selfish (Conservative) wet (Liberal Democrat) idealistic (Labour) racist (UKIP) or hippy (Green) whilst Scottish voters are happy to be patriotic (SNP).

Within the polling booth self perception is replaced by self interest so expect to wake up tomorrow to a Conservative majority and the hitherto silent Tories celebrating as they did in 1992.

A timely reminder to be careful about context and motivation when searching for insight.