Explaining Cameron's Comeback

David Cameron’s victory in the 2015 election was the most unexpected in a generation. The authors Sir Robert Worcester, Dr. Roger Mortimore, Paul Baines and Mark Gill, explain how it happened in their new book to be published on the 5 January 2016.

"Explaining Cameron's Comeback" analyses hundreds of surveys and focus groups run by Ipsos to make sense of the 2015 election campaign from the voters' perspective - what they really thought of Cameron and Miliband, what made the 2015 campaign was so unusual, why it made sense to go negative in the campaigning despite voters' claimed dislike of it, and why the pundits read the polls wrong. They also use trend data going back six decades to help show what the 2015 election result means for the next five years of British politics, from how voters might vote in the European Referendum, to the Labour Party's chance under Corbyn to the implications for the 2020 election. 

“Explaining Cameron’s Comeback” draws on detailed political polling, focus groups and even the political campaign cartoons explaining how Cameron won, why Miliband did not and how the new contenders, the SNP, UKIP and the Green Party, changed the political background.

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