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Britain swears by Piers Morgan

Chris Holbrook Find Out Now Market Research

Chris Holbrook

6th Jul, 2020 | 3 mins read

As Good Morning Britain went on its summer holidays, we asked 2,042 people, using our qualitative ‘free-text’ polling service, “What’s the first thing that pops into your mind when you think of Piers Morgan?

The answers were blunt. Morgan, a controversial figure who delights in provoking strong reactions from viewers and interviewees, will be pleased (probably).

Most replies were less than flattering, and about 500 of the them were swear words. Others included “outspoken”, “brilliant”, “rude” and “argumentative”. Find Out Now compiled this “Word Salad” graphic (high res version):

What's the first thing that pops into your mind when you think of Piers Morgan?

Piers Morgan likes to provoke a reaction and he certainly got one. If he gets in touch, we’re happy to frame this for him. He can hardly complain about the results!

This morning, as GMB went on its summer break, Morgan told viewers: “We want to thank viewers for all the feedback you’ve given us, a lot of good feedback or the not so good feedback. But you know what, we take all feedback, that’s why we live in a democracy – we’re allowed to have an opinion.”

Findoutnow.co.uk collects up to 100,000 free-text responses per day to questions submitted to our polling service. In addition to rapid polling, we use machine learning to ensure national representative samples, and interpret sentiment using Natural Language Processing.

Qualitative Coding and Natural Language Processing

Participants in the straw poll came from all regions of the UK, social grades, age ranges and genders, but was not adjusted to ONS quotas on this occasion

Natural Language Processing reports for Boris Johnson and Kier Starmer are available on request.

For more information about our Natural Language Processing, qualitative research coding, and sentiment analysis get in touch here.