Can Social Intelligence Predict the Next UK General Election Result?

Introduction

This is the 5th UK politician report produced by DMR in the last 12 months.

Report no. 5 is just about Rishi Sunak and Sir Keir Starmer with posts gathered from social media and other public online sources during the 24 hours after the election of Rishi as the new Prime Minister on October 24th.

The sources of posts included in this report are Twitter, news, blogs, forums, reviews and video.

It is important to make a distinction between polls which are based on a sample of respondents and social intelligence which is not based on a sample — this is a unique report type and this DMR reporting series on UK Politicians the first of its kind.

The main KPIs used to rank the subjects of the research were:

1. Share of Voice (SoV) calculated based on the total volume of posts for each politician. The total number of posts for all within a category is used as the base to calculate the shares.

2. Net Sentiment Score (NSS) a metric coined, and trade marked by DMR to measure sentiment using a single composite KPI. Online posts were automatically labelled with sentiment using a proprietary AI model that DMR trained to do this job with high accuracy.

For all the insights, read the full report here.