What mattered most to voters in the European referendum

Three very striking word clouds from the ‘gold standard’ British Election Study which asked people who were voted Remain, Leave and undecided an open-ended question about what mattered most to them when deciding how to vote.

Remain voters: economy

Remain voters word cloud

Leave voters: immigration

Leave voters word cloud

Undecided voters: torn between economy and immigration

Undecided voters word cloud

For more on how the referendum result played out, see the detailed BBC analysis based on ward-by-ward referendum voting figures.

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