From pollster More in Common, based on data gathered 24-27 January 2025, the above. As in previous polls there are clear and repeating messages for the SNP in the run-up to the 2026 Holyrood election.

Across the UK, the cost-of-living is by some way, the most important concern for voters, and in Scotland too. This means that it, perhaps combined with employment, has to be upfront almost all the time in campaigning.

The myth of higher taxation in Scotland is damaging and will be milked by opposition parties and their media lackeys. The tiny but nevertheless higher amount paid by those earning just £28 000 pa, is an own goal. That threshold need to be moved up to perhaps nearer £40 000. To compensate, by all means, increase the amount for this reduced population because SNP support diminishes fast at this level and Labour have become the party of the better off.

Second is the NHS. I’ve noticed a greater tendency by SNP leaders to defend the better performance by NHS Scotland compared to the other areas in the UK. This needs to be polished, sharpened and used quickly at all times, to undermine Labour through its performance in Wales and, soon, failure in England.

Nothing else really matters much in terms of winning an election and too much time spent on achievements such as reducing child poverty, may be counterproductive. Media demonization but also deeply ingrained myths, around for many decades now, about those on benefits, seriously reduces the electoral advantages of too much focus on this.

Education and childcare, only a major concern for 11% in Scotland, surprised me. Media and opposition parties make much of supposed failures but the truth of high and more equal attainment is easily demonstrated but, once more, does not deeply concern a large number of potential voters. There are around 700 000 school pupils and, by definition, millions of adults connected to them. Perhaps folk are less worried for them than the media try to make us think?

Pensions and the Waspi Women campaign were not included in the poll so we cannot say much. Pensioners do turn-out and there are approaching a million voters who are, or are close to, Waspi women but there is little evidence of them voting as a coherent body and it may be that to appear too strong for them might alienate other voters, especially the young and struggling, who often hear of pensioner affluence.

Nobody gives a fig about the trans debate. Let institutions such as the NHS, police, universities and schools get on with promoting tolerance but do not make it a party campaign. When the media and the opposition parties try to make something of this, ignore them. Refuse to engage.

Getting a lot of media attention but again, of high interest to so few, that it cannot be upfront at the expense of cost-of-living or health, to my surprise, social care for the elderly was only selected by 8% in Scotland. This was far lower than in other parts of the UK. On a positive note, this may reflect the more successful system operating here. It’s worth a mention in campaigning but, with this figure in mind, not so much.

Source: https://www.moreincommon.org.uk/media/rv2b0fig/voting-intention-jan-27.xlsx