“Suspicious Strivers” hold the key to Tory election prospects

  • 5 October, 2012
  • Politics
  • Polling

Most analysis of the electoral battleground is based on people’s voting behaviour. In my latest research I have taken a different approach to building the Conservative voting coalition – breaking down the electorate by their attitudes to opportunity, personal responsibility, and the role of government in their lives. Is there a definable group of people whose outlook on life ought to make them Tories, but who vote for another party?

My research identifies five distinct segments within the voting public.

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