James previously served as the Senior Opinion Research and Strategy Advisor to Prime Minister Theresa May. JL Partners are one of the UK's most accurate pollsters (and one of the very few to project a win for Donald Trump in the 2024 US election).

James delves into the explosive rise of Reform UK, sharing Friderichs Advisory Partners and JL Partners latest in-depth polling and ground-level voter analysis data that reveals why Reform is the current polling frontrunner. Our discussion explores the real reasons for Reform’s success and the unprecendented drop in support behind the Labour government and the Conservative Party.

View the presentation here:

We explore:

• The Winter Fuel Allowance Effect: Why a year-old policy U-turn is still the most-mentioned reason for Labour's decline.

• The Reform Voter Profile: The key motivations of the "Pessimistic Patriots," and why their concerns are pragmatic issues like public services and housing—not the fringe right agendas that dominate online discourse.

• The Path to Power: The strategic roadmap showing how Reform's current appeal is perfectly aligned with the First Past the Post system to deliver a massive seat dividend and a potential majority.

• The Competence Trap: Why, in 2025, voters prioritize a party that shares their values and promises to get things done over one that simply projects a traditional image of competence.

This episode is an essential listen for anyone seeking a unfashionable take on the seismic shifts shaping British politics and the true forces driving Reform UK's ascent up the polls and potentially, into power.

And stay tuned! Next week, we will release the second edition of our Inside Reform report series, exploring Reform’s expanding footprint in local government. The report will highlight early moves by councils under their control, as well as controversial policy calls from mayoral leaders, and shine a light on the party's gains across the country in the past month's by-elections.