Greenberg Quinlan Rosner Research: The Change Election - What Voters Were Really Saying

May 20, 2010
May| 20,
Page 1
2010
17 May 2010
The change election –

what voters were really saying
Special Post-Election Survey
Presented at RSA
17 May 2010
May 20, 2010
May| 20,
Page 2
2010
Special post-election survey
This national post-election survey of 1,000 general election voters across

England, Scotland and Wales was conducted immediately after the election
between the 7th and 9th of May, 2010. Similar to the brand of survey
conducted following elections in the United States, this is the first in Great
Britain.
Designed in its content and timing to preserve the mandate and capture what
voters actually felt and believed when they cast their votes, this survey goes
beyond the exit polls to present rich and colourful content about who voted
in this election and why.
May 20, 2010
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2010
2010 – what really happened
Page 3 | Greenberg Quinlan Rosner

May 20, 2010
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2010
The final general election vote

And in the general election yesterday/Thursday, which party did you vote for -- the Conservatives, Labour, Liberal
Democrats?
50
37
30
25
24
3 2 2 1 1 1
0
Tories Labour Lib Dems UKIP BNP SNP Green Plaid Cymru Other
Note: Vote totals based on allocation of those who refused to answer.

May 20, 2010
May| 20,
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2010
Half knew vote before election, but over 1/3rd decided in final week
When did you finally decide to vote for (Chosen Party): on Election Day, in the last couple of days, right after the last
debate in the last week, after the first debate, shortly after the elections were called, or did you know who you would vote
for even before elections were officially called?
Decided in Final
50
Week: 37
14 15
8
6 6
Before election Shortly after After first debate After last debate Last couple of On Election Day
called election called days
May 20, 2010
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2010
The vote amongst those who made up their mind when

Democrats?
Conservatives Labour Liberal Democrats Other Parties

75
60
50
40 41
38
32 31 33 31 33
25 29 27 27 28
26 26
22
18
12 3 2 10 11
9 9
0
Before election Shortly after After first debate After last debate Last couple of On Election Day
called election called days

May 20, 2010
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2010
Six in ten watched at least one debate

As you probably know, there were three debates between Gordon Brown, David Cameron and Nick Clegg over the month
prior to Election Day. Many people were not able to watch these debates. How about you? Were you able to see any of
the debates?
Watched at Least Watched at Least Watched at Least Watched at Least

One Debate: 63 One Debate: 63 One Debate: 68 One Debate: 64
Total Labour Voters Lib Dem Voters Tory Voters

May 20, 2010
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Page 8
2010
Debates a positive addition

And whether or not you watched the debates, do you think that they were a positive or negative addition to the process?
Very Positive Very Negative
+47 +46 +56 +51
74
69 69 70
41
33 22 33 23
18 30 19
9 10 6 7
Positive Negative Positive Negative Positive Negative Positive Negative

May 20, 2010
May| 20,
Page 9
2010
Conservative vote motivated by change, economy, debt, and Brown

Now I am going to read you a list of reasons some people may say were the deciding factors in voting the way they did.
After I read this list please tell me which three describe the most important reasons you voted the way you did for the
Conservative Party.
Time for a change 48

The economy 40
The national debt 36
Done with Gordon Brown 35
Usually vote Conservative 28
Cameron’s qualities 26
Labour’s planned tax increases 20
Pro-family policies 19
Political expenses and corruption 16
Idea of small government and big society 10
The Conservative Party has changed 8
0 25 50
May 20, 2010 | Page
May 10
20, 2010
Labour vote driven by NHS/schools, recovery, rich Tories & Cameron

Labour Party.
Support for NHS and schools 58

The economy and need to ensure recovery 40
Conservatives for the rich, not working people 33
Not impressed with David Cameron 33
Usually vote Labour 26
Brown’s qualities 20
Labour’s achievements 20
Conservatives’ planned cuts in spending 18
Will make right choices to reduce debt 15
Support for US alliance and Afghanistan 9
Not impressed with Nick Clegg 7
0 20 40 60
May 20, 2010 | Page
May 11
20, 2010
Liberal Democrats also wanted change, electoral reform

Liberal Democrats.
Time for a change 42

For electoral reform 37
Not impressed with David Cameron 33
Not impressed with Gordon Brown 33
Ideas of a fairer Britain 26
Opposition to Iraq war 23
Usually vote Liberal Democrat 18
Political expenses and corruption 17
Clegg’s qualities 17
Against Trident and military spending 16
For all parties working together 14
0 25 50
May 20, 2010 | Page
May 12
20, 2010
Large majority of voters for electoral reform

Some people have proposed changing the way people Would you favor or oppose having all parliamentary
get to vote for parliament. Which would you like to see? elections financed out of public funds, with strictly enforced
limits on how much each candidate could spend, or not?
Support for reform: 63 Favor +47

72
56
34 35
28
23
15
Current system Proportional Vote top three Favor Oppose

representation
Reform of vote for parliament Reform of financing elections

May 20, 2010 | Page
May 13
20, 2010
The voters split on campaigns’ economic debate: cut now or not

First Statement: We must start cutting the Second Statement: We must wait to cut the debt
national debt right away. until the economic recovery is underway.
First statement strongly Second statement strongly
+1 +36 +24 +50

75
66
60
49 48
53
46 36
30
25
33 30
29
24
15 11
Cut debt now W a it until Cut debt now Wa it until Cut debt now W a it until Cut debt now W ait until
recovery recovery recovery recovery

May 20, 2010 | Page
May 14
20, 2010
Anti-immigration and anti-EU: % very hostile

Now, I'd like to rate your feelings toward some people and organizations, with one hundred meaning a VERY WARM,
FAVOURABLE feeling; zero meaning a VERY COLD, UNFAVOURABLE feeling; and fifty meaning not particularly warm
or cold… immigration… the European Union.
% Very Cool: Under 25 Warm – Cool

75
-30 -15 0 -22 -7 -50 -19 0 +3 -5 +7 -41
50
50
38 39
32 30
25
25 23 24
21 22
18 17
0
Total Labour Consider Labour Lib Dem Tory Voters Total Labour Consider Labour Lib Dem Tory Voters
Voters Labour 2005 Voters Voters Labour 2005 Voters
Immigration The European Union

May 20, 2010 | Page
May 15
20, 2010
New Labour’s leaders in background

Now, I'd like to rate your feelings toward some people and organizations, with one hundred Therm. Warm -
meaning a VERY WARM, FAVOURABLE feeling; zero meaning a VERY COLD,
UNFAVOURABLE feeling; and fifty meaning not particularly warm or cold. Mean Cool
Cool Warm
The Conservatives 42 44 48.8 +2
The Liberal Democrats 37 38 49.0 +1
The Labour Party 47 38 44.1 -9
David Cameron 41 44 49.4 +3
Nick Clegg 33 40 49.6 +7
Gordon Brown 55 33 39.3 -22
Tony Blair 60 25 36.2 -35
75 50 25 0 25 50 75
May 20, 2010 | Page
May 16
20, 2010
The final general election vote by class

Democrats?
50
42
37 36
34 34
31 32
30
25 27
22
19
14 15
12
9
6
0
AB C1 C2 DE

May 20, 2010 | Page
May 17
20, 2010
Working class hostility to immigration and EU: % very hostile

Now, I'd like to rate your feelings toward some people and organizations, with one hundred meaning a VERY WARM,
FAVOURABLE feeling; zero meaning a VERY COLD, UNFAVOURABLE feeling; and fifty meaning not particularly warm
or cold… immigration… the European Union.
% Very Cool: Under 25 Warm – Cool

75
-30 -14 -23 -51 -45 -57 -49 -19 0 -13 -39 -37 -43 -44
50 54 53
51 52
49 47 46
38 36
32 30
25 28
23
20
0
Total AB C1 C2 DE Men Older Total AB C1 C2 DE Men Older
C2DE C2DE C2DE C2DE
Immigration The European Union
May 20, 2010 | Page
May 18
20, 2010
General election vote by class: 2005 and 2010

Democrats?
50
47 47
42
40
37 36
34 34
32 33 31 32
29 30
25 28 27 27
26 25
22
19 18 19
14 15
12
10 9 9
7 6 6
0
AB C1 C2 DE AB C1 C2 DE
ICM/Guardian 2005 Prediction GQRR 2010 Post-Election
Note: GQRR vote totals based on allocation of those who refused to answer. ICM/Guardian numbers from pre-election
poll dated May 1-3rd, 2005. ICM/Guardian data excludes those who will not vote, don’t know, or refuse to answer.
May 20, 2010 | Page
May 19
20, 2010
The final general election vote by age

Democrats?

May 20, 2010 | Page
May 20
20, 2010
The final general election vote by type of area

Democrats?
50
44
41
36
34 33
25 29 29
27
24 24 24
20
11 10 10
3
0
Large City Suburbs Small City/Town Village/Rural

May 20, 2010 | Page
May 21
20, 2010
The final general election vote by region

Democrats?
50
50
43
41
39
37 37
35
30 31
25
26 26
23 23 24
22 22
19
16 16
11
9 8
7 7
0
Greater London Southeast Southwest/Wales Midlands North Scotland

May 20, 2010 | Page
May 22
20, 2010
Labour and Lib Dem voters wanted a different government

With a hung parliament, what would you like to see happen?
56
37
32
29
21
3 4
9
Tories form Tory-Lib Dem Labour-Lib Unity Tories form Tory-Lib Dem Labour-Lib Unity
the gov't coalition Dem coalition government the gov't coalition Dem coalition government
with a new with a new
Labour leader Labour leader
Labour Voters Lib Dem Voters

May 20, 2010 | Page
May 23
20, 2010
Preferred government without a change of Labour leader

With a hung parliament, what would you like to see happen?
56
33
29 29 28
8
5
7
Tories form Tory-Lib Dem A coalition of Unity Tories form Tory-Lib Dem A coalition of Unity
the gov't coalition Labour and government the gov't coalition Labour and government
Lib Dem Lib Dem
Labour Voters Lib Dem Voters

May 20, 2010 | Page
May 24
20, 2010
The position of the Conservative Party

May 20, 2010 | Page
May 25
20, 2010
Value associations: Conservatives chosen above or at their vote

Now, let me ask you something a little different, but again about values. After I read each one, please tell me Tory –
which party you associate more with the term: Labour, Conservatives, or the Liberal Democrats?
Labour
Conservatives Labour Lib Dems All/None/DK
For big corporate interests 66 18 5 11 +48
For the middle class 52 24 17 7 +28
British 44 25 9 22 +19
For middle Britain 42 26 19 13 +16
Will act boldly if needed 42 30 12 16 +12

Has a vision for Britain to be
successful
40 29 16 15 +11
Trust to manage the economy 38 35 12 15 +3

Improving your own standard of
living
38 32 17 13 +6
For the right kind of change 38 25 28 9 +13
Right approach to immigration 37 22 23 18 +15

0 Tory Vote: 37%
50 100
May 20, 2010 | Page
May 26
20, 2010
Value associations: Conservatives chosen below their vote

Now, let me ask you something a little different, but again about values. After I read each one, please tell me Tory –
Labour
Conservatives Labour Lib Dems All/None/DK
Shares your values 35 31 22 12 +4
On your side 32 32 20 16 0
Keeping taxes at the right level

32 33 21 14 -1
for you
For the average person 25 43 22 10 -18
Trustworthy 24 23 23 30 +1
0 Tory Vote: 37%

50 100
May 20, 2010 | Page
May 27
20, 2010
Non-Tories unconvinced of Conservative Party’s changes

First Statement: David Cameron changed the Second Statement: The Conservative Party has
Conservative Party. not changed very much.
+4 +45 +30 +29 +26
71
65 63 61
50
46
51
35 34 35
44 43
26 35
29
22
17
11 13 12
Changed Has not Changed Has not Changed Has not Changed Has not Changed Has not
changed changed changed changed changed
Total Labour Considered Labour Lib Dem

Voters Labour Voters 2005 Voters
May 20, 2010 | Page
May 28
20, 2010
The position of Liberal Democrats

May 20, 2010 | Page
May 29
20, 2010
Value associations: Lib Dems chosen at or near their vote

Now, let me ask you something a little different, but again about values. After I read each one, please tell me LD – LD –
Cons Lab
Lib Dems Conservatives Labour All/None/DK
For the right kind of

28 38 25 9 -10 +3
change
Trustworthy 23 24 23 30 -1 0
Right approach to
23 37 22 18 -14 +1
immigration
For the average person 22 25 43 10 -3 -21
Shares your values 22 35 31 12 -13 -9
0 Lib Dem Vote: 24% 50 100

May 20, 2010 | Page
May 30
20, 2010
Value associations: Lib Dems chosen below their vote

Now, let me ask you something a little different, but again about values. After I read each one, please tell me LD – LD –
Cons Lab
Lib Dems Conservatives Labour All/None/DK
for you 21 32 33 14 -11 -12
On your side 20 32 32 16 -12 -12
For middle Britain 19 42 26 13 -23 -7

Improving your own standard of
living 17 38 32 13 -21 -15
For the middle class 17 52 24 7 -35 -7

successful
16 40 29 15 -24 -13
Trust to manage the economy 12 38 35 15 -26 -23
Will act boldly if needed 12 42 30 16 -30 -18
British 9 44 25 22 -35 -16
For big corporate interests 5 66 18 11 -61 -13

0 Lib Dem Vote: 24% 50 100
May 20, 2010 | Page
May 31
20, 2010
The position of Labour

May 20, 2010 | Page
May 32
20, 2010
The Labour vote

Democrats?
50
38
33
30 31
25
0
Labour 2010 Actual Labour Vote + Very Labour Party Identification Labour 2005 Vote
Seriously Considered Voting
Labour
May 20, 2010 | Page
May 33
20, 2010
Labour leaders
Now, I'd like to rate your feelings toward some people and organizations, with one Therm. Warm -
hundred meaning a VERY WARM, FAVOURABLE feeling; zero meaning a VERY ID
COLD, UNFAVOURABLE feeling; and fifty meaning not particularly warm or cold. Mean Cool
Cool W arm
Gordon Brown 55 33 39.3 -22 100
Alan Johnson 28 15 42.7 -13 56
David Miliband 37 21 41.9 -16 76
Ed Miliband 36 15 39.9 -21 69
Jon Cruddas 13 4 36.7 -9 24
Ed Balls 43 14 35.6 -29 71
Harriet Harman 53 13 32.3 -40 80
60 40 20 0 20 40 60
May 20, 2010 | Page
May 34
20, 2010
Value associations: Labour chosen above their vote

Now, let me ask you something a little different, but again about values. After I read each one, please tell me Labour
– Tory
Labour Conservatives Lib Dems All/None/DK
For the average person 43 25 22 10 +18
Trust to manage the economy 35 38 12 15 -3

33 32 21 14 +1
for you
On your side 32 32 20 16 0
Improving your own standard -6

32 38 17 13
of living
0 Labour Vote: 30% 50 100

May 20, 2010 | Page
May 35
20, 2010
Value associations: Labour chosen near their vote

– Tory
Shares your values 31 35 22 12 -4
Will act boldly if needed 30 42 12 16 -12

successful 29 40 16 15 -11

May 20, 2010 | Page
May 36
20, 2010
Value associations: Labour chosen below their vote

– Tory
For middle Britain 26 42 19 13 -16
For the right kind of change 25 38 28 9 -13
British 25 44 9 23 -19
For the middle class 24 52 17 7 -28
Trustworthy 23 24 23 30 -1
Right approach to immigration 22 37 23 18 -15

May 20, 2010 | Page
May 37
20, 2010
Labour believes it has good policies and new leaders

First Statement: Labour needs a long time in the Second Statement: Labour has good policies
wilderness to get its act together. and new leaders.
+9 +65 +39 +36 +9

80
66 66
52 52
43 43
41 27 30
33 32 30
15
19 19 16
6 12 12
Needs to Good Needs to Good Needs to Good Needs to Good Needs to Good
get act policies/ get act policies/ get act policies/ get act policies/ get act policies/
together leaders together leaders together leaders together leaders together leaders

May 20, 2010 | Page
May 38
20, 2010
Labour divided on whether party should be leading or in coalition

Second Statement: The Labour Party should
First Statement: The Labour Party should work
work to lead in coalition with the Liberal
to be the leading party again.
Democrats.
+14 +3 +13 +2 +47

67
51 53
48 50 48
48
40
34
36 34 33 20 33
22 24 24
19 21
7
Leading In Coalition Leading In Coalition Leading In Coalition Leading In Coalition Leading In Coalition
Party Party Party Party Party

May 20, 2010 | Page
May 39
20, 2010
Labour ready for center-left project; Lib Dems less clear

First Statement: Labour and Liberal Democrats Second Statement: Labour and Liberal
should each advance their own center-left Democrats should work together as a center-left
approach and against the Conservatives. force and against the Conservatives.
+5 +40 +26 +27 +3

68
60 60
45 46
43
40
34 33
28 40
36
31
20 20
17 16 17
13
8
Own United Own United Own United Own United Own United
approach force approach force approach force approach force approach force

May 20, 2010 | Page
May 40
20, 2010
Labour wants to be New Labour

First Statement: This is the time to get back to Second Statement: This is the time for New
old Labour. Labour.
+15 +34 +16 +37 +11
65 66
46 49
44
31 31 33 33
29 37
34
22 24 23
21
17 16
14
8
Old Labour New Old Labour New Old Labour New Old Labour New Old Labour New
Labour Labour Labour Labour Labour

May 20, 2010 | Page
May 41
20, 2010
Labour divided on future role of unions

First Statement: Labour needs to be closer to the Second Statement: Labour needs to be more
unions. independent of the unions.
+27 +9 +10 +6 +25
60 58
54 54 51
45 44 45
33 33
35
28 27 29
26
22 23
19
15 15
Closer to Away from Closer to Away from Closer to Away from Closer to Away from Closer to Away from
Unions Unions Unions Unions Unions Unions Unions Unions Unions Unions

May 20, 2010 | Page
May 42
20, 2010
The progressive future: spending and debt

May 20, 2010 | Page
May 43
20, 2010
Progressives: raise taxes to preserve services

First Statement: To reduce the debt, we will need Second Statement: To reduce the debt, we must
to make major cuts in spending and public raise taxes broadly and do less cutting of
services. spending and services.
+1 +26 +50 +9 +26

68
58 59
49
45 46
40
32 33
18 30 31
26
19 18
13 14 13
10
Cut Raise Cut Raise
2
Cut Raise Cut Raise Cut Raise
spending taxes spending taxes spending taxes spending taxes spending taxes
Total Labour Considered Lib Dem

Tory Voters
Voters Labour Voters
May 20, 2010 | Page
May 44
20, 2010
Not time to cut taxes

First Statement: It is time to cut taxes. Second Statement: It is not the time to cut taxes.
+36 +36 +47 +44 +47 +31
73 70 72
66 66 64
53
30 46 44 33
30 41 42
26 26 25 39
19 19 21 18 20
17
Cut taxes Not cut Cut taxes Not cut Cut taxes Not cut Cut taxes Not cut Cut taxes Not cut Cut taxes Not cut
taxes taxes taxes taxes taxes taxes

Tory Voters
Voters Labour Voter 2005 Voters
May 20, 2010 | Page
May 45
20, 2010
Country concerned will go too far cutting spending to cut debt

First Statement: I'm more worried that we will go Second Statement: I'm more worried that we
too far in cutting social spending and public won't go far enough to cut spending and reduce
services. the debt.
+17 +44 +55 +33 +13
76
70
64
57 56
40 54 43
47 45 31
36 26
21
28
20 22
17
12 6
Too far Not far Too far Not far Too far Not far Too far Not far Too far Not far
enough enough enough enough enough
Total Labour Considered Lib Dem

Tory Voters
Voters Labour Voters
May 20, 2010 | Page
May 46
20, 2010
The progressive future: government &

markets

May 20, 2010 | Page
May 47
20, 2010
Government over big society

First Statement: If government gets the right Second Statement: If society is strong, Britain
policies, Britain can do well. can do well.
+18 +25 +1 +34
62 65
57
46 45
39 37
42 31
34 36
24 24 25 23
18
Government Society Government Society Government Society Government Society

May 20, 2010 | Page
May 48
20, 2010
More government over more markets

First Statement: This is a time for government to Second Statement: This is a time to depend
get more involved. more on markets.
+49 +69 +60 +40

83
77
71
65
48
38 38 37 25
22
14 17
8 7 10
Government Markets Government Ma rkets Government Ma rkets Government Ma rkets

May 20, 2010 | Page
May 49
20, 2010
Government investing preferred to less regulation/more enterprise

Second Statement: To get future economic
First Statement: To get future economic growth,
growth, Britain will have to create an environment
the British government will need to encourage
with less regulation and more freedom of
investment in new industries and sectors.
enterprise.
+35 +57 +46 +14

76
71
65
54
52 40
40 30
37 25
19 34
26
18
10 13
Encourage Less regula tion Encoura ge Less regula tion Encoura ge Less regula tion Encourage Less regulation
investment investment investment investment

May 20, 2010 | Page
May 50
20, 2010
Want greater regulation of financial community

First Statement: I'm more worried that we will do
Second Statement: I'm more worried that we will
too little to regulate the financial community and
go too far in regulating the financial community,
allow for another era of speculative booms and
which will harm the British economy.
busts.
+20 +12 +34 +17
65
58 56
54
42 39
38
31
39
33 30 30
17 19 18
15
Do too little Go too far Do too little Go too far Do too little Go too far Do too little Go too fa r

May 20, 2010 | Page
May 51
20, 2010
Fairness and inequality central to progressives, especially Lib Dems
First Statement: We need policies to create Second Statement: We need policies to bring
greater opportunity. less inequality and more fairness.
Tied +15 +10 +17 +25
61
56 54 57
48 48
41 44
40
36
39 38
33 35
29 30 27
25 22 22
Grea ter Less Grea ter Less Greater Less Greater Less Greater Less
opportunity inequa lity opportunity inequa lity opportunity inequa lity opportunity inequa lity opportunity inequality
Total Labour Labour Lib Dem

Tory Voters
Voters Voter 2005 Voters
May 20, 2010 | Page
May 52
20, 2010
The progressive future: world

May 20, 2010 | Page
May 53
20, 2010
Voters want less to do with the EU

First Statement: Britain needs to be more Second Statement: Britain needs to be less
involved in the EU. involved in the EU.
+32 +20 +2 +59

77
64
57
49 47
37 48
32
39
34
18
25 26
18 21
10
More involved Less involved More involved Less involved More involved Less involved More involved Less involved
with EU w ith EU w ith EU with EU w ith EU w ith EU with EU with EU

May 20, 2010 | Page
May 54
20, 2010
Though more division about Britain’s place in Europe generally

Second Statement: Britain needs to be out of
First Statement: Britain needs to be in Europe.
Europe
+4 +18 +29 +9
61
55 53
49
45 44
37
45 32
37 37
29 32
26
21
18
In Europe Out or Europe In Europe Out or Europe In Europe Out or Europe In Europe Out or Europe

May 20, 2010 | Page
May 55
20, 2010
More independence from the United States, including Labour

First Statement: Britain should be more Second Statement: Britain should be a strong
independent of the United States. ally of the United States.
+11 +7 +36 +3
67
54 52
49 46
43 45
41 31
34 33 31
24 25 27
13
Independent US Strong Ally Independent US Strong Ally Independent US Strong Ally Independent US Strong Ally

May 20, 2010 | Page
May 56
20, 2010
Bold new offers

May 20, 2010 | Page
May 57
20, 2010
Bold deficit reduction with tax increases and spending cuts

Let me describe an initiative that a new Conservative Party government would offer in the Queen's speech if it got that
opportunity. Please tell me whether you support or oppose this initiative.
It is time for the government to be absolutely honest and bold about what we must do as a country to address the debt,
avoid becoming another Greece and making it possible to make future investments for growth. We can no longer pretend
tinkering will do or that the challenge is not grave. In a year's time, the VAT will be raised from 17.5 to 20 percent, except on
children's items. Tolls will be added on some motorways. And public sector spending will be cut by 10 percent in all
departments. We recognise that this will be painful for many people, but it is the right course for our nation's future and
children and we call on all parties to support it.
Strongly favor Strongly oppose
+15 +23 +17 +48
71
55 59 57
40 36 40
40 23
26 28 24
19 18 22
13
Favor Oppose Favor Oppose Favor Oppose Favor Oppose
May 20, 2010 | Page
May 58
20, 2010
Country behind progressive agenda on inequality and fairness

Let me describe an initiative that a Labour-Liberal Democratic coalition would offer in the Queen's speech if they got that
opportunity. Please tell me whether you support or oppose this initiative.
It is time to be honest about the biggest challenge facing Britain - the growing inequality in British society. Both during
periods of economic growth and periods of deep recession, hardworking families have lost income, poverty entrenched, and
young people struggling for jobs - even as the wealthiest get wealthier and CEOs take outlandish bonuses. Britain will be
more successful if it is a fairer Britain. Today's initiative makes permanent the 50p rate and the 50 percent tax on CEO
bonuses, while abolishing taxes up to 30,000 pounds in income. Most important are investments and support for new
growth industries and skills that can provide British job growth in the future.
Strongly favor Strongly oppose

+66 +80 +77 +44
87 86
80
69
53
40 44 25
14
7 9 22
11
Favor Oppose Favor
3
Oppose Favor Oppose Favor Oppose

May 20, 2010 | Page
May 59
20, 2010
www.greenbergresearch.com Washington, DC London, UK

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May 20, 2010

The change election –

Special post-election survey

This national post-election survey of 1,000 general election voters across

2010 – what really happened

Page 3 | Greenberg Quinlan Rosner

The final general election vote

Note: Vote totals based on allocation of those who refused to answer.

The vote amongst those who made up their mind when

Conservatives Labour Liberal Democrats Other Parties

Note: Vote totals based on allocation of those who refused to answer.

Six in ten watched at least one debate

Watched at Least Watched at Least Watched at Least Watched at Least

Total Labour Voters Lib Dem Voters Tory Voters

Debates a positive addition

Very Positive Very Negative

+47 +46 +56 +51

Total Labour Voters Lib Dem Voters Tory Voters

Conservative vote motivated by change, economy, debt, and Brown

Time for a change 48

Labour vote driven by NHS/schools, recovery, rich Tories & Cameron

Support for NHS and schools 58

Liberal Democrats also wanted change, electoral reform

Time for a change 42

Large majority of voters for electoral reform

Support for reform: 63 Favor +47

Current system Proportional Vote top three Favor Oppose

Reform of vote for parliament Reform of financing elections

The voters split on campaigns’ economic debate: cut now or not

First statement strongly Second statement strongly

+1 +36 +24 +50

Total Labour Voters Lib Dem Voters Tory Voters

Anti-immigration and anti-EU: % very hostile

% Very Cool: Under 25 Warm – Cool

-30 -15 0 -22 -7 -50 -19 0 +3 -5 +7 -41

Immigration The European Union

New Labour’s leaders in background

The Conservatives 42 44 48.8 +2

The Liberal Democrats 37 38 49.0 +1

The Labour Party 47 38 44.1 -9

David Cameron 41 44 49.4 +3

Nick Clegg 33 40 49.6 +7

Gordon Brown 55 33 39.3 -22

Tony Blair 60 25 36.2 -35

The final general election vote by class

Conservatives Labour Liberal Democrats Other Parties

Note: Vote totals based on allocation of those who refused to answer.

Working class hostility to immigration and EU: % very hostile

% Very Cool: Under 25 Warm – Cool

General election vote by class: 2005 and 2010

Conservatives Labour Liberal Democrats Other Parties

ICM/Guardian 2005 Prediction GQRR 2010 Post-Election

The final general election vote by age

Note: Vote totals based on allocation of those who refused to answer.

The final general election vote by type of area

Conservatives Labour Liberal Democrats Other Parties

Note: Vote totals based on allocation of those who refused to answer.

The final general election vote by region

Conservatives Labour Liberal Democrats Other Parties

Note: Vote totals based on allocation of those who refused to answer.

Labour and Lib Dem voters wanted a different government

Labour Voters Lib Dem Voters

Preferred government without a change of Labour leader