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His method, called "quota sampling", was an attempt to gather a sample that reflected how people voted in 2017.

The two main methods of ensuring that polls represent the voice of the nation are random sampling and quota sampling.

Quota sampling means having certain numbers of people of certain ages, genders and locations taking part in a survey.

Instead, polling firms use something called quota sampling.

Prof Sturgis said that sort of quota sampling was cheaper and quicker than the random sampling done by the likes of the ONS, but even if more money was spent - and all of the inquiry's recommendations were all implemented - polls would still never get it right every time.