Pollster Profile
Savanta: UK Voting Intention, Methodology & Accuracy
Savanta is one of the UK most active polling firms, formed by the rebrand of ComRes in 2022. ComRes had a long and distinguished pedigree in British political research, having published voting intention data continuously since the early 2000s and holding well-known contracts with ITV News and the Daily Mail. The Savanta rebrand aligned the firm with the broader Savanta group brand while preserving the methodological continuity of the ComRes operation.
ComRes was particularly associated with constituency polling — the firm conducted large-scale marginal seat surveys for ITV News during the 2015, 2017, and 2019 general elections. That heritage of sub-national polling continues under the Savanta brand.
Savanta methodology
Savanta conducts voting intention polling exclusively via online panel. The firm operates its own proprietary panel, supplemented by third-party panel providers when needed. The standard voting intention survey process:
- Sample design: Quota-based sampling targets age, gender, region, and social grade proportions drawn from ONS population estimates.
- Fieldwork: Surveys run for 24–48 hours, enabling fast turnaround when news events require rapid polling. Standard sample size is 2,000 completed interviews.
- Screening: Respondents are screened for Great Britain residency and age (18+). Attention checks remove low-quality responses.
- Weighting: Post-fieldwork weights are applied for age, gender, region, social grade, and 2024 General Election vote recall. Savanta adjusts for differential recall bias.
- Undecided treatment: Undecided respondents are not forced to a choice. Published headline figures exclude “don’t know” and “would not vote” responses from the denominator.
Savanta May 2026 voting intention
Savanta, fieldwork 6–7 May 2026. n=2,012.
Recent Savanta polls: 2025–2026
| Date | Lab | Con | Reform | LD | Grn | n |
|---|---|---|---|---|---|---|
| 7 May 2026 | 26% | 22% | 27% | 13% | 7% | 2,012 |
| 23 Apr 2026 | 27% | 22% | 26% | 13% | 7% | 2,008 |
| 9 Apr 2026 | 27% | 23% | 25% | 13% | 6% | 2,003 |
| 26 Mar 2026 | 28% | 23% | 24% | 13% | 7% | 2,016 |
| 12 Mar 2026 | 28% | 23% | 24% | 13% | 6% | 2,019 |
| 26 Feb 2026 | 29% | 24% | 23% | 13% | 6% | 2,011 |
Savanta accuracy record
| Election | Final Savanta/ComRes poll | Actual result | Assessment |
|---|---|---|---|
| 2024 | Lab 37%, Con 20%, Ref 15%, LD 13% | Lab 33.7%, Con 23.7%, Ref 14.3%, LD 12.2% | MAE 3.3 pts; overstated Lab, understated Con |
| 2019 | Con 42%, Lab 36% | Con 44%, Lab 33% | Good on Con margin; Lab slightly overstated |
| 2017 | Con 44%, Lab 38% | Con 42%, Lab 40% | Slightly overstated Con lead |
| 2015 | Con 33%, Lab 35% | Con 37%, Lab 31% | Industry-wide failure; significant Con underestimate |
Savanta house effects: Reform UK and Labour
Savanta sits close to the centre of the UK polling distribution. The firm does not exhibit a particularly strong Reform-high or Reform-low bias. In 2026, Savanta Reform figures are typically within 1 point of YouGov and within 2 points of Techne. For Labour, Savanta tends to show figures approximately 1 point below YouGov. Where Savanta shows a consistent pattern is slightly lower Lib Dem figures than most rivals — typically 1–2 points below the polling average. For the full house-effects analysis, see the house effects page.
Savanta constituency polling heritage
One of Savanta distinctive strengths, inherited from ComRes, is constituency-level polling. The firm has conducted large-sample surveys in specific Westminster constituencies, providing granular data on individual seat contests that national polls cannot provide. During the 2019 general election campaign, ComRes fielded MRP-adjacent constituency surveys for ITV News. Under the Savanta brand, this constituency capability has been extended, with the firm conducting targeted seat surveys for various media clients in 2024 and 2025. For constituency-level projections, see the MRP tracker.