Stuff’s NowNext survey reveals first insight into preferred Labour leader

A Stuff NowNext survey gave the first insight into who readers might prefer to lead the Labour party following Jacinda Ardern’s resignation and whether the announcement changes the way they might vote in the upcoming election.

The survey went live at 9am on Friday and closed at 3.30pm having garnered 25,758 responses.

Stuff Chief Data and Insights Officer Dina Hay says she wasn’t surprised at the volume of responses received in such a short timeframe. 

“As New Zealand’s biggest news website, Stuff is in a unique position to quickly take the nation’s pulse on different subjects.

“We have the biggest reach and very high audience engagement to lean on, so when a big news story comes up we can turn around surveys like this very quickly,” says Hay.

Advertising customers are taking advantage of Stuff’s established data and insights capabilities says Executive Commercial Director Matt Headland. 

“Our data and insights solutions are a valuable way to gain rapid insights that inform decision-making, from how products and services are positioned, to marketing strategy and execution. Insights are everything in today’s competitive market and we can deliver them faster than our competitors.”

Results of the survey

The first poll since Jacinda Ardern’s resignation gave a strong endorsement to Chris Hipkins as the next leader of the Labour party. Forty one percent of respondents said Chris Hipkins should be the next Labour leader. Kiritapu Allan came in at second place at 15 percent and Nanaia Mahuta came in third at 5 percent.

Fifty six percent of respondents believed it was good that Jacinda Ardern resigned now, while 19 percent thought she should have seen out her term. Twenty two percent indicated they were impartial. 

The survey also showed that Ardern’s resignation may influence how people intend to vote in the upcoming election. Eighty one percent say it will not, or is unlikely to change how they intend to vote, while 14 percent say it may, or definitely will, influence their choice of political party.

Thirty nine percent of respondents said that knowing what they know today, they would vote for National, while 25 percent said they would vote for Labour and 16 percent would vote for ACT. 

Read all the results of the survey on Stuff. 

The survey was conducted on stuff.co.nz using an online link to Stuff’s research platform (Qualtrics) and in-field from 9am to 3:30pm on Friday 20 January, 2023. Responses were weighted by age, gender and region to reflect Stats NZ population statistics. This brings findings closer to being nationally representative, but we still have to assume selection bias among respondents. Respondent base size was 25,758.

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