Politics: leadership matters
How Gordon Brown, David Cameron and Nick Clegg
shaped their parties’ electoral performance
After the closest general election in recent history, the leaders of the three main political parties made valiant attempts to persuade the electorate that they were the best equipped to lead the country at this challenging time. But just how important were the individual political leaders to their parties’ chances of success in the build up to the election?
ILM set out to understand how Brown, Cameron and Clegg were perceived as leaders, and what impact this would have on people’s voting intentions.
The report
Read highlights from the report and download the full version...
The press release
Brown’s lack of leadership skills driving swing away from Labour...