London, 21st June - TNS today reveal details of their Election Day Voter Panel, consisting of 200 people who intend to vote in the EU Referendum. The Panel is designed to enable the reasons for a potential ‘last minute swing’ – common in Referendums - to be understood. 

Panellists have submitted a video during the last week outlining how they intend to vote in the referendum on Thursday and the reasons for their voting intention. After voting on the 23rd, they will submit a second video confirming their voting behaviour and explaining the reasons behind any late change.

Dr Michelle Harrison, Global Head of Public Affairs at Kantar said, “Last minute swing is a common phenomenon in Referendums. We have therefore set up the TNS Election Day Voter Panel to understand any potential last minute swing on Thursday 23rd June. This will be important additional insight into the issues that have been driving public opinion in the run up to the Referendum. It will help us understand the role of the campaign during the last few day of campaigning.

“This qualitative study will compare how people intended to vote with how they actually voted.  If there is a last minute swing it will help us to understand who changed their minds and why.”

TNS will release the initial findings at 10:00pm on Thursday 23rd June with a further update at midnight.  A summary show reel of the videos will be available from 12:30pm on Friday 24th June.

Notes to Editors
Kantar’s TNS have conducted qualitative research with an Election Day Voter Panel of 200 voters from across the UK. The panel consists of people who intend to vote in the election. Two stages of research are being undertaken, with panellists being asked to submit video vox pops at both stages:

1.    In the days leading up to the referendum the panel was asked how they intended to vote and why
2.    On Thursday 23rd June, polling day, the panel will be asked how they voted and why. 

This study provides insight in to the sentiment of how people are voting and why, and, by comparing responses before election day to those given on the day, will provide evidence of people changing their minds in terms of how they intended to vote vs. how they actually voted, and what led to them changing their minds.

For further information, please contact Sarah Green.

About TNS
TNS advises clients on specific growth strategies around new market entry, innovation, brand switching and customer strategies, based on long-established expertise and market-leading solutions. With a presence in over 80 countries, TNS has more conversations with the world’s consumers than anyone else and understands individual human behaviours and attitudes across every cultural, economic and political region of the world. TNS is part of Kantar, the data investment management division of WPP and one of the world's largest insight, information and consultancy groups. 

About Kantar
Kantar is the data investment management arm of WPP and one of the world's largest insight, information and consultancy groups. By uniting the diverse talents of its 12 specialist companies, the group is the pre-eminent provider of compelling data and inspirational insights for the global business community. Its 30,000 employees work across 100 countries and across the whole spectrum of research and consultancy disciplines, enabling the group to offer clients business insights at every point of the consumer cycle. The group’s services are employed by over half of the Fortune Top 500 companies.  For further information, please visit us at