This paper draws on polling to help the next leader work out how to do their job and show voters they are the right choice for next Prime Minister. The necessary moves on spending are hard for the left, the need to reform the market as well as the state is hard for the right, and the need to fundamentally rethink immigration is hard for both. The lesson of the last give years is that these issues cannot be sidestepped.


Read James Morris’ analysis of why Labour lost and what it needs to do to win again here.

See the data tables here and here.

Follow James’ analysis on twitter @jamesdmorris