  Motivated by recent successes in model-based pre-election polling, we propose
a kinetic model for opinion formation which includes voter demographics and
socio-economic factors like age, sex, ethnicity, education level, income and
other measurable factors like behaviour in previous elections or referenda as a
key driver in the opinion formation dynamics. The model is based on Toscani's
kinetic opinion formation model and the leader-follower model of D\"uring et
al., and leads to a system of coupled Boltzmann-type equations and associated,
approximate Fokker-Planck-type systems. Numerical examples using data from
general elections in the United Kingdom show the effect different demographics
have on the opinion formation process and the outcome of elections.
