Kantar's TNS gathered an EU referendum day panel of 200 voters from across the UK, to try to understand the sentiment of how people are voting and why. By comparing responses before polling day to those given on the day, we can see 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.
We have seen four of the major campaign messages come through and influence last minute decision making. Those who have moved from undecided to Remain have done so primarily because of fear of the impact of economy of an exit; and the uncertainty/risk of a future outside of the EU, both making the status quo more appealing.
Dominating the decision to move from Undecided to vote Leave are the major campaign issues of both immigration and the NHS.
These four key themes have driven around half of these late decisions, but friends, family and community have also had an impact, as have a whole range of other issues from easy travel around the EU through to celebrity endorsement.
To explore our analysis in more detail, please watch our video vox pops by clicking on the Vimeo video above.
Source : Kantar TNS