Our study of over 11,000 Reform UK voters is the largest and most extensive study into the party undertaken to date. 

We find that Reform UK is made of a coalition of voters, many with quite different and contradictory views to each other. We have divided these disparate voters into five distinct segments: The Working Right, Hardline Conservatives, Squeezed Stewards, Contrarian Youth and Reluctant Reformers. 

All major political parties are made up of coalitions of voters: as Reform UK rises in popularity, it makes sense that it will also have factions to the left and the right, the more comfortable in society and those who are struggling. People view Reform UK as one-note, almost exclusively through the prism of immigration. 

However, our research suggests that immigration tunnel vision is preventing people from seeing other opportunities to reach and persuade voters who are enticed by Reform UK. 

HOPE not hate will use the findings of this report to guide campaigning and engagement:

• We can analyse where these voters might impact electoral outcomes.
• We can reach people from different segments with the right topic and messenger, and help them see where Reform UK might not have their best interests at heart.  
• We can use our nuanced understanding of these voters to stop Reform.

If you are interested in reading the research in more detail and would like to request a copy, please complete this form and we will be in touch.

The research included in our new report ‘Fed Up and rolling the dice’ is based on polling conducted by Focaldata on behalf of HOPE not hate and Ecotricity between 1 August and 11 September 2025.