The debate about why the opinion polls got the election so spectacularly wrong has begun. This piece by Leighton Vaughan Williams makes an interesting point:
Interestingly, those who invested their own money in forecasting the outcome performed a lot better in predicting what would happen than did the pollsters. The betting markets had the Conservatives well ahead in the number of seats they would win right through the campaign and were unmoved in this belief throughout. Polls went up, polls went down, but the betting markets had made their mind up. The Tories, they were convinced, were going to win significantly more seats than Labour.
I have interrogated huge data sets of polls and betting markets over many, many elections stretching back years and this is part of a well-established pattern. Basically, when the polls tell you one thing, and the betting markets tell you another, follow the money. Even if the markets do not get it spot on every time, they will usually get it a lot closer than the polls.
So now you know what to do next time.