We held the Ipsos MORI End of Year Review and Christmas drinks on 12 December 2013, where we looked back over the year in politics, business and society. It included the first release of key findings from our major new international study comparing Britain with 19 other countries, on everything from trust in government, our changing relationship with brands, social media use, to the colour of our eyes! We were delighted to be joined on our panel by Dr Stella Creasy MP, Shadow Minister for Business, Innovation and Skills, and Matthew Parris and David Aaronovitch, of The Times.

1. #ipsosmorilive
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2. What have we learnt in
?
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3. 1.
People are very wrong
about the world…
#ipsosmorilive
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4. We have a very odd view of our population...
Out of every 100 people in Britain, about how many do you think are:
Actual
Mean estimate
59
36
34
30
28
24
22
16
3
Single parents
Base: 1,015 British adults aged 16-75
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5
Muslim
8
11
Unemployed Black/Asian Aged 65+
Christian
Source: RSS/Ipsos MORI 2013; Census 2011, NOMIS; 2011 Census, Population and Household Estimates for England and Wales
(July 2012) ONS; Families and Households, 2012 (November 2012) ONS..

5. ...but there is also huge over-estimation of scale
What percentage of the United Kingdom population do you think are
immigrants to this country (i.e. not born in the UK)?
Mean estimate
Actual
Base: 1,015 British adults aged 16-75, *British Social Attitudes
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31
13
Source: RSS/Ipsos MORI 2013 ; *Detailed country of birth and nationality analysis from the 2011 Census of England
and Wales, (May 2013) ONS. **Immigration Statistics, January to March 2013, (May 2013) Home Office.

6. Biggest misperception on benefit fraud...
Out of every £100 spent from the welfare budget, can you tell me how much of that is claimed
fraudulently (i.e. people who dishonestly claim more benefits than they are entitled to)?
Mean
estimate
Actual
£24 70p
Base: 1,015 British adults aged 16-75
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Source: RSS/Ipsos MORI 2013; National Statistics fraud and error in the benefit system: preliminary 2012/13
estimates (Great Britain) first release, (June 2013) DWP.

7. We learnt a new phrase: emotional innumeracy…
“Emotional
innumeracy”
Reflects concerns,
not facts
&
Motivated reasoning:
“accuracy goals” vs
“directional goals”
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8. 2.
People aren’t great at
predictions either…
#ipsosmorilive
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9. Half expected 2013 to be better weather-wise, were they right?
50%
“The weather in the UK will be better than in 2012”
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10. Well done to the half of you that had faith
49%
“Andy Murray will win Wimbledon”
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11. 3.
The next election
remains very difficult
to forecast
#ipsosmorilive
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12. Ed Miliband has shifted debate into the right area for
him…
There are different ideas about how best to improve people’s financial
situation. Which one of the following would you most prefer government to do
Take action to reduce
the cost of household
bills (such as fuel,
mortgages or energy
bills)
Cut income tax
66%
28%
Source: Ipsos MORI Political Monitor
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13. Labour ends the year ahead but ….
How would you vote if there were a General Election tomorrow?
Labour
Conservative
Liberal Democrat
UKIP
50
40
38%
32%
30
20
8%
8%
10
0
Jan-13
Feb-13 Mar-13
Base: c. 500-600 British adults certain to vote each month
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Apr-13 May-13 Jun-13
Jul-13
Aug-13 Sep-13 Oct-13
Nov-13
Source: Ipsos MORI Political Monitor

14. 4.
We have all been
surprised by the pace
of economic growth
#ipsosmorilive
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15. We were pessimistic at the beginning of the year…
61%
“The UK will fall back into recession”
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16. But economic optimism has risen throughout 2013
November 2013
Don’t know
Get worse
4%
50
Improve
40
30
27%
42%
20
10
Nov-13
Oct-13
Jul-13
Jun-13
May-13
Apr-13
Mar-13
Feb-13
Jan-13
Dec-12
0
Sep-13
% Improve
27%
Aug-13
Stay the same
EOI = +15
Base: 1,019 British adults 18+, 9th – 11th November 2013
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Source: Ipsos MORI Political Monitor

17. But few feel we are benefiting from it…..
As you may know,
according to official
statistics the UK
economy has grown by
about 1.5% compared
to the same time last
year. What impact, if
any, do you feel this
growth in the economy
has had on you and
your family’s standard
of living
so far?
Don’t know
A great deal
3%
1%
11%
14%
A fair amount
Not very much
48%
36%
None at all
84%
Base: 1,019 British adults 18+, 9th – 11th November 2013
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Source: Ipsos MORI Political Monitor

18. The living standards debate is yet to be won
Do you think you and your family would be better off under a Conservative
government or a Labour government, or do you think it would make no difference?
Labour
government
Conservative
government
22%
23%
52%
Base: 1,019 British adults 18+, 9th – 11th November 2013
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Make no
difference
Source: Ipsos MORI Political Monitor

19. …it is clear where the 2015 battle lines will lie
Conservatives
Labour
LibDems
UKIP
36%
Grow the economy
24%
4%
4%
Reduce you and
your family’s cost
of living
Ensure that you and
your family benefits
from a growing
economy
Base: 1,000 British adults 18+, 7th – 9th September 2013
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23%
31%
5%
4%
28%
27%
5%
3%
Source: Ipsos MORI Political Monitor

20. 5.
The young are the
most pessimistic
#ipsosmorilive
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21. Who feels poor?
“Among which group would you place yourself … high income, middle
income or low income?”
% Low income
70%
60%
50%
40%
30%
20%
10%
0%
Pre war (before 1945)
All data points represent > 200 responses
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Baby boomers (1945-65)
Generation x (1966-1979)
Generation y (1980-2000)
Source: British Social Attitudes

22. 6.
Eric Pickles was
vindicated…
#ipsosmorilive
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23. Most of the public hasn’t seen much change in their
council’s services
On balance, do you think services provided by your local council have got better or
worse over the last 12 months, or do you think they have stayed the same?
Don’t know
Got better
2% 14%
Net better
Stay the same
Base: 1,007 adults aged 18+ in Great Britain, August 2013
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Got worse
-7
South
-11
Midlands
28%
-14
London
56%
GB
-8
North
-27
Source: Ipsos MORI Political Monitor

24. Formerly loony councils now pretty good!
Overall, how satisfied or dissatisfied are you with the way Hackney Council
runs things?
% of residents satisfied with Hackney Council
% satisfied with council
100
74
80
60
53
40
23
20
0
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Year of survey
Base: Hackney Residents Survey All respondents (1,016). Fieldwork dates 5 January – 6 March 2013; Inner LB Residents Survey (1,153, 16+,
face to face ). Fieldwork dates 18 April - 28 June 2011; 2011 Ipsos MORI National Capibus, (875, 15+ face to face). Fieldwork October 2011.
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Source: Ipsos MORI

25. Nationally as many services improving as deteriorating
Do you think each service has got better or worse in the last five years, or has it stayed
the same?
Got much better
Recycling collection
Parks and open spaces
GPs surgeries
Refuse collection
Hospitals
Schools and colleges
Leisure centres
Bus service
Street lighting
Libraries
Street cleaning
The police
Care for the elderly
Road maintenance
Meals-on-wheels
Base: 1,031
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Got a little better
27
15
18
11
18
13
16
11
16
8
20
14
11
8
13
8
12
9
11
7
12
5
10
4
7
4
7
3
Got a little worse
Got much worse
21
6
9
6
6
14
18
14
11
12
14
16
9
8
4 3
11
8
9
8
9
7
10
11
15
13
10
12
49
3 2
Source: BBC October 2013
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26. 7.
Mrs Thatcher
was vindicated…
#ipsosmorilive
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27. No such thing as society?
Strongly agree
Tend to disagree
Tend to agree
Strongly disagree
Neither agree nor disagree
Don't know
3%
4% 8%
13%
8%
6%
48%
26%
30%
12%
10%
33%
“There is no such thing as society.”
Base: c. 500 GB adults 18+ each statement, April 2013
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Long excerpt starting from: “We've been through a
period where too many people have been given to
understand that if they have a problem, it's the
government's job to cope with it….They're casting their
problem on society. And there is no such thing as
Source: Ipsos MORI April
society... People have got the entitlements too much2013
in
mind, without the obligations.”

28. So as we grow again, how should we measure success?
Our largest ever global study says…..
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29. We (say we) are among the least materialistic in the world
I measure my success by the things I own
26%
37%
42%
44%
52%
54%
61%
63%
64%
61%
65%
67%
69%
70%
70%
73%
72%
75%
79%
81%
89%
71%
58%
57%
48%
45%
39%
34%
34%
33%
32%
29%
28%
27%
24%
22%
22%
21%
20%
16%
15%
7%
Agree
Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 September 2013
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Disagree
DK
Source: Ipsos Global Trends Survey

30. Though we do feel some pressure – not as much as in
rising nations
I feel under a lot of pressure to be successful and make money
30%
68%
31%
66%
26%
66%
34%
60%
45%
53%
46%
52%
47%
49%
47%
49%
49%
46%
Agree
Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 September 2013
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49%
46%
47%
44%
50%
42%
Disagree
55%
40%
55%
40%
55%
39%
57%
36%
60%
36%
64%
33%
64%
70%
70%
29%
28%
26%
DK
Source: Ipsos Global Trends Survey

31. We are still nostalgic for the way Britain used to be
I would like Britain to be the way it used to be
% Strongly disagree
15
31
11
% Tend to disagree
20
% Tend to agree
21
% Strongly agree
21
53%
25
26
32
40
40
36
31
22
0
0
10
0
1997
12
13
1999
2002
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33%
6
Base (2013): 1,000 adults, online, 3-17 September 2013. (1997-2008) C; 1,00 0 adults
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27
6
2008
2013
Source: Ipsos Global Trends Survey

32. But are we struggling with the pace of change?
The world today is changing too fast
6%
6%
9%
93%
12%
14%
11%
16%
19%
19%
20%
22%
22%
21%
21%
24%
23%
24%
24%
25%
31%
41%
93%
86%
84%
84%
84%
80%
77%
76%
76%
75%
75%
74%
74%
72%
71%
70%
70%
68%
62%
54%
Agree
Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 September 2013
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Disagree
DK
Source: Ipsos Global Trends Survey

33. But half don’t want things to slow down
I wish I could slow down the pace of my life
24%
73%
24%
72%
23%
36%
33%
35%
31%
34%
39%
42%
44%
43%
44%
49%
49%
39%
44%
50%
49%
48%
46%
49%
52%
46%
45%
50%
51%
43%
42%
71%
62%
62%
62%
61%
59%
55%
Agree
Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 September 2013
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51%
50%
50%
Disagree
DK
Source: Ipsos Global Trends Survey

34. Though maybe it is getting too much for some?
I wish I could slow down the pace of my life
24%
73%
24%
72%
23%
36%
33%
35%
31%
34%
39%
42%
44%
43%
44%
49%
49%
39%
44%
50%
49%
48%
46%
49%
52%
46%
45%
50%
51%
43%
42%
71%
62%
62%
62%
61%
59%
55%
Agree
Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 September 2013
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51%
50%
50%
Disagree
DK
Source: Ipsos Global Trends Survey

35. Optimism
for the future?
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36. What about 2014? Personal optimism – national pessimism
Looking ahead to the next 12 months, are you optimistic or pessimistic about the
following?
Very optimistic
Neither optimistic nor pessimistic
Very pessimistic
Fairly optimistic
Fairly pessimistic
Don't know
61%
You and your family
The city/town village where
you live
16
45
24
9
4 2
39%
5
34
35
17
6 2
26%
Great Britain
3
23
26
33
13
2
16%
The world in general
Base: 1,000 GB adults, online, 3-17 September 2013
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2
14
28
38
17
2
Source: Ipsos Global Trends Survey

37. What about 2014? Personal optimism – national pessimism
Looking ahead to the next 12 months, are you optimistic or pessimistic about the
following?
Very optimistic
Neither optimistic nor pessimistic
Very pessimistic
Fairly optimistic
Fairly pessimistic
Don't know
61%
You and your family
The city/town village where
you live
16
45
24
9
4 2
39%
5
34
35
17
6 2
26%
Great Britain
3
23
26
33
13
2
16%
The world in general
Base: 1,000 GB adults, online, 3-17 September 2013
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2
14
28
38
17
2
Source: Ipsos Global Trends Survey

38. Few expect to feel impact of growth
And what impact, if any, do you think the growth in the economy will have on
you and your family’s standard of living over the next 12 months?
Don’t know
A great deal
3%4%
A fair amount
33%
19%
15%
None at all
77%
Base: 1,019 British adults 18+, 9th- 11th November 2013
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Not very much
44%
Source: Ipsos MORI Political Monitor

39. But least we’re not as miserable as the French…
Looking ahead to the next 12 months, are you optimistic or pessimistic about
the following?
26%
34%
28%
40%
27%
35%
34%
26%
32%
30%
30%
36%
31%
23%
28%
29%
28%
39%
21%
35%
40%
20%
22%
67%
70%
69%
12%
10%
9%
33%
21%
19%
25%
14%
23%
32%
37%
48%
44%
43%
46%
32%
53%
47%
47%
46%
45%
41%
39%
35%
34%
Optimistic
Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 September 201
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32%
29%
Pessimistic
28%
42%
28%
28%
25%
23%
39%
21%
48%
19%
Neither/Don't know
Source: Ipsos Global Trends Survey

40. 2013 2014
Unfounded Expectations
pessimism? management?
Will people begin to feel
benefits of growth / what
happens next?
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41. #ipsosmorilive
And now our speakers….
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Ben.page@ipsos.com
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