What JLP. does

JL Partners (legal entity: Johnson and Lubbock Partners Limited, company reg no. 12302024) is a UK-based, privately held stakeholder research firm founded by James Johnson, former Senior Opinion Research and Strategy Adviser to Prime Minister Theresa May, and Dr Tom Lubbock, a former Oxford behavioural scientist who ran analytics and polling at Conservative Campaign Headquarters between 2017 and 2019. The firm operates from a London headquarters at 24-28 Bloomsbury Way, with a registered office in Nottingham. Director Guy Miscampbell, a former No. 10 Special Adviser, leads consulting and advisory work.

The company delivers quantitative and qualitative research services — public opinion polling, MRP-based constituency-level modeling, attitudinal segmentation, focus groups, and depth interviews — built on proprietary methodologies including the POLARIS local-election seat projection model (incorporating 306,817 actual council by-election votes) and the SRP model used for UK General Election forecasts. JL Partners applies campaign-grade research techniques, originally honed in 10 Downing Street, to corporate, institutional, and government clients, providing not only data but strategic advisory on what findings mean and how to act on them.

JL Partners monetises through bespoke, project-based professional services engagements and retainer arrangements with enterprise clients across verticals including government (UK Cabinet Office), financial services (Santander, hedge funds, leading financial institutions), energy (SSE Energy, Japanese energy company), media (The Rest Is Politics, Channel 4 News, ITV Peston), agriculture/life sciences (Bayer Crop Science), insurance, infrastructure, retail grocery, and think tanks (Munich Security Conference, Centre for Social Justice, Policy Exchange). Go-to-market is sales-led and relationship-driven, leveraging the founders' political credentials for direct enterprise engagement; marketing relies on thought-leadership content, conference presence, and recurring media partnerships rather than paid acquisition. Geographic scope spans the UK, broader Europe, and G7/BRICS markets.

Name

JLP.

Legal name

JOHNSON AND LUBBOCK PARTNERS LIMITED

Website

https://jlpartners.co.uk

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

JL Partners is a UK-based, privately held stakeholder research firm founded by former Downing Street advisers, delivering polling, MRP-based constituency modeling, and strategic advisory to governments, financial institutions, corporates, media, and think tanks across the UK, Europe, and G7/BRICS markets.

Ownership category

akta.pro rank

Product category

Political and Stakeholder Research Services

NAICS

Marketing Research and Public Opinion Polling (541910)

akta.pro primary industry

Policy, Regulatory & Public Affairs Research (BPAHALAF)

akta.pro secondary industry

Public Sector & Policy Consulting (BPAHACAN)

Keywords

• Stakeholder research services
• Public opinion polling
• Election forecasting modeling
• Strategic political advisory
• Quantitative qualitative research

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Polling and Research Services: JL Partners conducts public opinion polling, electoral research, and stakeholder surveys for clients including governments, corporations, media outlets, and think tanks. Revenue is generated through project-based fees for specific research engagements and potentially retainer arrangements for ongoing advisory relationships.
2. Strategic Advisory: The firm provides strategic advice on what research findings mean for clients and helps craft next steps. This advisory component complements the research services and likely represents an additional revenue stream.
3. Election Advisory Services: Bespoke election advisory to businesses including financial institutions and hedge-funds. Using modeling, expertise, and advisory board to present outcome probabilities, scenarios, consequences and impacts.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

JL Partners is a global stakeholder research firm that conducts public opinion polling, election forecasting, and strategic advisory services for governments, corporations, political campaigns, think tanks, and media organizations. The firm delivers bespoke quantitative and qualitative research—including MRP-based constituency modeling, seat projection, brand tracking, and stakeholder perception studies—paired with strategic advice on what findings mean for clients and how to act on them.

Product overview

JL Partners (JLP) is a global stakeholder research firm that provides polling, election modeling, and strategic advisory services. The company operates as a service-based consultancy rather than a software product platform. Their offerings include quantitative and qualitative research, election projections using models like POLARIS and SRP, attitudinal segmentation studies, and strategic consulting for governments, corporations, and political campaigns. Research outputs are delivered as reports, data tables, and advisory services rather than software products.

Differentiator

Problem solved

Functional benefit

Products and services

• Public Opinion Polling

Quantifiable outcome

• JL Partners' 2024 UK General Election polling was among the most accurate of the cycle, predicting Labour's lead in low double digits while competitors showed 20+ point leads.
• +2 more outcomes

Named customers15 records

Segments5 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Twelve partnerships are on record, tiered core, notable and flagship.

• The Rest Is PoliticscoreGTM or Marketing PartnerJL Partners served as exclusive polling partner for The Rest Is Politics podcast during the 2024 UK General Election. Provided 10 waves of 2,000 sample polling that was featured in their coverage, contributing to their position as the UK's most listened to political podcast.
• SantandernotableStrategic or Co-development PartnerCollaborated on the 'Fixing the Broken Chain' report examining the UK conveyancing system. JL Partners conducted large-sample polling to quantify harms of the outdated system, providing Santander with evidence to advocate for change.
• SSE EnergynotableStrategic or Co-development PartnerConducted nationally representative survey of 6,000+ respondents with constituency-level MRP modeling to support SSE's advocacy for green transition and dynamic pricing policies to policymakers.
• Munich Security ConferenceflagshipStrategic or Co-development PartnerRegular research partner conducting 12 nationally representative surveys across G7 and BRICS countries to build a global risk perception index included in the annual Munich Security Report. Research has been presented to world leaders.
• Bayer Crop SciencenotableStrategic or Co-development PartnerConducted global Farmer Voice survey of 800 farmers across 8 markets on 5 continents, plus specific surveys of smallholders in India. Results used as industry-defining thought leadership presented by the CEO.
• Centre for Social JusticenotableStrategic or Co-development PartnerMajor research programme for the Two Nations report including 6,000 sample poll with over-representation of deprived populations. Findings received substantial national media coverage including Sunday Times and Sunday Telegraph front pages.
• UK Cabinet OfficeflagshipStrategic or Co-development PartnerConducted 22-week tracking poll of 600 SMEs during COVID-19 pandemic to shape and message business support schemes. Research informed ROI models and advertising strategy, underpinning government economic recovery efforts.
• Kekst CNCnotableStrategic or Co-development PartnerAssociation on the Bayer Farmer Voice global survey, combining JL Partners' research capabilities with Kekst CNC's communications expertise for industry thought leadership.
• Policy ExchangenotableStrategic or Co-development PartnerMultiple polling engagements for the think tank including non-voters research and various policy polling projects.
• Project LibertynotableStrategic or Co-development PartnerConducted seven-country international survey of 14,220 adults on social media, technology and child safety. Research powered global coverage for Project Liberty's campaigns.
• Channel 4 NewsnotableGTM or Marketing PartnerMultiple engagements including Red Wall Tracker tracking political temperature in 45 Conservative-won seats over 6 waves, and regular polling partnerships.
• ITV PestonnotableGTM or Marketing PartnerRegular polling partner for ITV's Peston programme covering COVID-19 response, political attitudes, and policy issues.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Redfield & Wilton Strategies: UK and US polling and research firm providing election polling, geopolitical research, and corporate advisory. Directly comparable in election-focused polling and international survey capability.
• Hanbury Strategy: UK political and corporate strategy consultancy combining political insight with corporate advisory. Comparable to JL Partners in bridging political methodology with corporate reputation and policy advisory work.
• YouGov: UK-based public opinion polling and data analytics firm with a global panel. Directly comparable to JL Partners as a polling-led research provider serving governments, media, and corporate clients across the UK.
• Opinium: UK polling and research firm serving corporates, media, and government with bespoke polling and brand tracking. Closely comparable to JL Partners in client mix, methodology, and bespoke project delivery.
• BMG Research: UK-based polling and market research firm conducting political polling and bespoke corporate research. Comparable in serving government, media, and corporate clients with survey-based research.
• Survation: UK polling firm with strong political and public sector credentials, providing polling, MRP modeling, and election forecasting. Closely comparable methodology and client base to JL Partners.
• Savanta: UK-based data-led research agency offering polling, brand, and public affairs research. Directly comparable in serving corporate and government clients with bespoke public opinion and stakeholder research.

Emerging players

• Public First: UK research and strategy firm with political research roots that has expanded into corporate and policy research. Comparable in applying political-grade research to corporate and policy clients.
• Focaldata: UK-based research technology and polling firm offering custom surveys, MRP modeling, and stakeholder research. Comparable in methodology and emerging-stage positioning against JL Partners.

Broad incumbents

• Ipsos UK: Global market and opinion research incumbent operating broadly in public affairs, brand, and public sector research. Overlaps with JL Partners in political polling and corporate stakeholder research but at much larger scale and a wider portfolio.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/jlpartners

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about JLP.