The Scottish Parliament’s electoral system is infamously complex. More than two decades after it was introduced, its effects are poorly-understood by voters and politicians alike.

"In general, do you trust other people?" You wouldn't think someone's answer to such an innocuous question would tell you much about their political views. But it does.

Whether it’s a company trying to understand its reputation, a political campaign working out where to focus its efforts, or an organisation trying to understand which chocolate bars are most popular, these are the basic questions that market research, through polling and focus groups, seeks to answer.