[WillPS]

Why not commission (alongside ITV and Sky) a broader opinion poll that asks questions about key issues, leaders, etc.? This would actually help add context to the analysis, rather than letting politicians imbue the results with the meaning they want them to have.

I like the idea but this might be tricky on election day itself. The reason the exit poll matters is that the sample is so much wider than any normal poll - and that's only possible because it's based on a single question. Is there sufficient resource inside polling in general to do both that and a normal 'smaller sample wider reaching' study?

There's also a risk that the data is misinterpreted as being from the same sample as the exit poll itself, although this could be managed by the kind of disclaimers which the broadcasters are good about adding to their polls and projections anyway.