I'd be really curious if you could tell me a little bit more about some of the recent work you've done on the seven segments of voters across the British electorate and what you would, I suppose, what the kind of project set out to achieve and then what did it find?

So I guess it's unsurprising that politics is becoming increasingly fragmented and people are going to different parties.

So at last month's local elections, we saw a big surge for green and reform against the traditional parties.

And I guess what the segmentation we wanted to do was kind of get below partisan politics and say, OK, this is what people are voting and we're fragmented.

But what are the attitudinal beliefs which are driving people to different parties and go a bit more upstream with it, essentially, and get below just like demographics of, OK, so young men, young women might vote this or that, whatever.

What is it fundamental to their beliefs? So we did a large survey and then we segmented them.

Our clever stats people ran some clustering where you see people, how they answered the survey and you develop into clusters.

But has that actually decreased over the last few general elections? Yeah, so turnout generally has decreased in the last

Why do you think it is? I mean, do you agree with that or what would you add?

Yeah, definitely.

It is really the defining thing of this politics and parliament that we've seen.

And you see these topics crop up, right? If you look back over the past decade, at the start of Cameron's parliament, it was the economy after the 2008 and then immigration, then under May, Brexit, then we had the pandemic.

And then since then, it just has been the cost of living.

And I think it's how pervasive it is and how much it impacts everyone in society, like you were speaking to, Luke.

And then also, Brexit was a defining issue, right? But if you were sick of it, you could tune out.

does feed that anti-system rhetoric, right, and narrative.