Our model, based on the eight characteristics that most influence voters’ choices, yields 275,000 different voter profiles. We find that today’s electorate is swingier than it’s ever been https://www.economist.com/interactive/2025-british-politics/build-a-voter?taid=69ed0127e23f1b000178d7b1&utm_campaign=trueanthem&utm_medium=social&utm_source=voante