This event with King's College London brought together some of the most experienced leaders and thinkers in British politics over the last 30 years to look at what makes a great political leader and the implications for those leading parties into the next general election. Panel: Rt Hon Lord (Paddy) Ashdown of Norton-sub-Hamdon GCMG KBE; Rt Hon Lord (Douglas) Hurd of Westwell CH CBE; Rt Hon Lord (Neil) Kinnock; Professor (Lord) Kenneth O. Morgan, Visiting Professor in the Institute of Contemporary British History, King’s College London; Ben Page, Chief Executive of Ipsos MORI; Andrew Rawnsley, The Observer, Chief Political Commentator; Dr Elizabeth Vallance, Chair of I CAN (chair) Our survey: http://www.ipsos-mori.com/researchpublications/researcharchive/3329/Kings-College-London-Ipsos-MORI-political-leadership-poll.aspx

1. Political Leadership
Political Leadership
What matters?
How much does it matter?
© Ipsos MORI / King’s College London

2. Ben Page
Chief Executive of Ipsos MORI
© Ipsos MORI / King’s College London

3. 2010 – the most presidential election ever?
I want you to think about what it is that most attracted you to the … party. Some people are attracted mainly by the policies of the party, some by the leaders of the
party and some because they identify with the party as a whole. If you had a total of ten points to allocate according to how important each of these was to you,
how many points would you allocate to the leaders of the party you intend voting for, how many to its policies, and how many to the party as a whole?
5
4.7
4.6
4.4
Policies
4
3
2
4.2
4.1
3.5
3.1
2.4
2.3
2.0
2.1
3.8
3.9 3.8
3.2
3.4
3.3
Leaders
4.0
2.4
2.2
2.1
Party
1
Base: All giving a voting intention c.700 British adults each month (December 2013= 818)
© Ipsos MORI / King’s College London
2010
2009
2008
2007
2006
2005
2004
2003
2002
2001
2000
1999
1998
1997
1996
1995
1994
1993
1992
1991
1990
1989
1988
0
1987
Mean scores shown
Source: Ipsos MORI Political Monitor

4. A pox on all your houses since the election?
I want you to think about what it is that most attracted you to the … party. Some people are attracted mainly by the policies of the party, some by the leaders of the
party and some because they identify with the party as a whole. If you had a total of ten points to allocate according to how important each of these was to you,
how many points would you allocate to the leaders of the party you intend voting for, how many to its policies, and how many to the party as a whole?
5
4.7
4.6
4.4
Policies
4
3
4.2
4.1
3.5
4.1
3.8
3.3
3.9 3.8
3.2
3.4
3.3
Leaders
4.0
3.1
2.6
2
2.0
2.1
2.4
2.3
2.4
2.2
2.1
Party
1
Base: All giving a voting intention c.700 British adults each month (December 2013= 818)
© Ipsos MORI / King’s College London
2013
2012
2011
2010
2009
2008
2007
2006
2005
2004
2003
2002
2001
2000
1999
1998
1997
1996
1995
1994
1993
1992
1991
1990
1989
1988
0
1987
Mean scores shown
Source: Ipsos MORI Political Monitor

5. Crosser than ever…..
I want you to think about what it is that most attracted you to the … party. Some people are attracted mainly by the policies of the party, some by the leaders of the
party and some because they identify with the party as a whole. If you had a total of ten points to allocate according to how important each of these was to you,
how many points would you allocate to the leaders of the party you intend voting for, how many to its policies, and how many to the party as a whole?
Month and Year
Political Triangle
‘Leaders’ mean score
Leaders’ average
satisfaction rating
(Lab, Con & SDP/ Lib Dem)
June 1987
3.5
-3
April 1992
3.2
+8
April 1997
3.4
+8
May 2001
3.2
-5
April 2005
3.1
-8
August 2008
3.9
-6
February 2010
3.8
0.0
December 2013
2.6
-22
Base: All giving a voting intention c.700 British adults each month (December 2013= 818)
Source: Ipsos MORI Political Monitor
© Ipsos MORI / King’s College London

6. Not made easier by the rise of new
challengers: is Boris the new Disraeli?
Which of these statements comes closest to your views of …..?
Ed
Miliband
David
Cameron
Boris
Johnson
I like him and I like his party
23
27
I like him and I like his policies
39
I like him but I do not like his party
7
16
I like him but I do not like his policies
20
I do not like him but I like his party
26
11
I do not like him but I like his policies
5
I do not like him and I do not like his party
37
41
I do not like him and I do not like his policies
18
Don't know
23
27
Don't know
18
Total like him
30
43
Total like him
59
Total do not like him
63
52
Total do not like him
23
Total like his party
49
38
Total like his policies
44
Total do not like his party
44
57
Total do not like his policies
38
Base: 1,007 British adults 18+, 10th – 12th August 2013 (Miliband/Cameron);
1,011 British adults 18+, 7th – 9th December 2013 (Boris Johnson)
© Ipsos MORI / King’s College London
Source: Ipsos MORI Political Monitor

7. We agree with Churchill– democracy is the worst
form of government except for all the others
Please tell me whether you agree or disagree with each of the following statements.
% Disagree
% Agree
We should replace elected
politicians who run Britain
with professional managers
The quality of political
leaders today is better than
it has been in the past
Base: 1,011 British adults 18+, 7th -9th December 2013
© Ipsos MORI / King’s College London
24
18
69
73
Source: Ipsos MORI Political Monitor

8. What
really
matters?
© Ipsos MORI / King’s College London

9. What people SAY makes a good Prime Minister
For each of the following, how important, if at all, would you say the things I am going to read out are to make
a good Prime Minister?
% ‘very important’
That the party’s leader...
93
89
87
... understands the problems facing Britain
... is capable
... is good in a crisis
82
81
... is in touch with ordinary people
... has sound judgement
76
... is more honest than most politicians
71
... understands world problems
64
64
… has experience of life outside politics
… understands the fine details of policies
52
50
... is experienced
... is patriotic
… likeable
... has got a lot of personality
Base: 503 British adults 18+, 7th -9th December 2013
© Ipsos MORI / King’s College London
29
26
Source: Ipsos MORI Political Monitor

10. Who’s ahead on these factors?
Cameron
Miliband
Understands
problems facing GB
1st
1st
Capable
1st
Good in a crisis
1st
In touch with
ordinary people
worst
Sound judgement
1st
Farage
1st
Trustworthy
Clegg
1st
And on the least important issues
Likeable
Personality
© Ipsos MORI / King’s College London
1st
1st

11. What does
the past
tell us?
© Ipsos MORI / King’s College London

12. Perceptions of the more honest politician in the 1980s
Here is a list of things both favourable and unfavourable that have been said about various politicians. I
would like you to pick out all those statements that you feel fit Mr Callaghan/ Mrs Thatcher/ Mr Foot/ Mr
Kinnock/ Mr Ashdown
More honest than most politicians
1979 General
Election
40
30
1987 General
Election
1983 General
Election
30
26Callaghan
28
27
Kinnock
29
25
22
22
20
18
18
10
18
16
16
Thatcher
20
10
13
Ashdown 11
Sep-78
Nov-78
Jan-79
Mar-79
May-79
Jul-79
Sep-79
Nov-79
Jan-80
Mar-80
May-80
Jul-80
Sep-80
Nov-80
Jan-81
Mar-81
May-81
Jul-81
Sep-81
Nov-81
Jan-82
Mar-82
May-82
Jul-82
Sep-82
Nov-82
Jan-83
Mar-83
May-83
Jul-83
Sep-83
Nov-83
Jan-84
Mar-84
May-84
Jul-84
Sep-84
Nov-84
Jan-85
Mar-85
May-85
Jul-85
Sep-85
Nov-85
Jan-86
Mar-86
May-86
Jul-86
Sep-86
Nov-86
Jan-87
Mar-87
May-87
Jul-87
Sep-87
Nov-87
Jan-88
Mar-88
May-88
Jul-88
Sep-88
Nov-88
Jan-89
Mar-89
May-89
Jul-89
Sep-89
Nov-89
Jan-90
Mar-90
May-90
Jul-90
Sep-90
Nov-90
0
Foot
21
23
Base: c. 2,000 British adults each time
© Ipsos MORI / King’s College London
Source: Ipsos MORI Political Monitor

13. Perceptions of the more honest
politician in the 1990s & 2000s
Here is a list of things both favourable and unfavourable that have been said about various politicians. I
would like you to pick out all those statements that you feel fit Mrs Thatcher/ Mr Kinnock/ Mr Major/ Mr
Smith/ Mr Ashdown/ Mr Hague/ Mr Kennedy/ Mr Duncan Smith/ Mr Howard
More honest than most politicians
1992 General
44 Election
40
30
39
Major
32
20 24
14
36
31
29
22
22
18
29
25
25
22 24
20
0
16
28
18
20
Ashdown
34
27
31
Kennedy
22
25
Blair
25
21
12
9 Hague
16
11
9
IDS
8
11
8
10
9
7
Howard
Jan-90
Apr-90
Jul-90
Oct-90
Jan-91
Apr-91
Jul-91
Oct-91
Jan-92
Apr-92
Jul-92
Oct-92
Jan-93
Apr-93
Jul-93
Oct-93
Jan-94
Apr-94
Jul-94
Oct-94
Jan-95
Apr-95
Jul-95
Oct-95
Jan-96
Apr-96
Jul-96
Oct-96
Jan-97
Apr-97
Jul-97
Oct-97
Jan-98
Apr-98
Jul-98
Oct-98
Jan-99
Apr-99
Jul-99
Oct-99
Jan-00
Apr-00
Jul-00
Oct-00
Jan-01
Apr-01
Jul-01
Oct-01
Jan-02
Apr-02
Jul-02
Oct-02
Jan-03
Apr-03
Jul-03
Oct-03
Jan-04
Apr-04
Jul-04
Oct-04
Jan-05
Apr-05
Jul-05
Oct-05
Kinnock 15 Smith
10
11
Thatcher
2001 General
Election
1997 General
Election
Base: c. 2,000 British adults each time
© Ipsos MORI / King’s College London
Source: Ipsos MORI Political Monitor

14. Most capable leader in the 1980s
Here is a list of things both favourable and unfavourable that have been said about various politicians. I
would like you to pick out all those statements that you feel fit Mr Callaghan/ Mrs Thatcher/ Mr Foot/ Mr
Kinnock/ Mr Ashdown
A capable leader
1979 General
Election
70
1987 General
Election
1983 General
Election
62
60
59
51 Thatcher
50
40
Callaghan
37
46
44
34
Kinnock
30
20
25
21
18
Foot
10
24
27
34
34
24
26
20
21
15
15
15 Ashdown
9
Sep-78
Nov-78
Jan-79
Mar-79
May-79
Jul-79
Sep-79
Nov-79
Jan-80
Mar-80
May-80
Jul-80
Sep-80
Nov-80
Jan-81
Mar-81
May-81
Jul-81
Sep-81
Nov-81
Jan-82
Mar-82
May-82
Jul-82
Sep-82
Nov-82
Jan-83
Mar-83
May-83
Jul-83
Sep-83
Nov-83
Jan-84
Mar-84
May-84
Jul-84
Sep-84
Nov-84
Jan-85
Mar-85
May-85
Jul-85
Sep-85
Nov-85
Jan-86
Mar-86
May-86
Jul-86
Sep-86
Nov-86
Jan-87
Mar-87
May-87
Jul-87
Sep-87
Nov-87
Jan-88
Mar-88
May-88
Jul-88
Sep-88
Nov-88
Jan-89
Mar-89
May-89
Jul-89
Sep-89
Nov-89
Jan-90
Mar-90
May-90
Jul-90
Sep-90
Nov-90
9
0
30
39
45
Base: c. 2,000 British adults each time
© Ipsos MORI / King’s College London
Source: Ipsos MORI Political Monitor

15. Most capable leader in the 1990s & 2000s
Here is a list of things both favourable and unfavourable that have been said about various politicians. I
would like you to pick out all those statements that you feel fit Mrs Thatcher/ Mr Kinnock/ Mr Major/ Mr
Smith/ Mr Ashdown/ Mr Hague/ Mr Kennedy/ Mr Duncan Smith/ Mr Howard
A capable leader
60
50
40
30
51
52
44 47
39
37
Thatcher
51
Blair
44
39
33
26
23
Smith 19
19
11
Kinnock
Major
9
19
34
34
Ashdown 29
20
22
30
Kennedy
18
14
10
9 Hague
12
IDS
10
15
9 Howard
Jan-90
Apr-90
Jul-90
Oct-90
Jan-91
Apr-91
Jul-91
Oct-91
Jan-92
Apr-92
Jul-92
Oct-92
Jan-93
Apr-93
Jul-93
Oct-93
Jan-94
Apr-94
Jul-94
Oct-94
Jan-95
Apr-95
Jul-95
Oct-95
Jan-96
Apr-96
Jul-96
Oct-96
Jan-97
Apr-97
Jul-97
Oct-97
Jan-98
Apr-98
Jul-98
Oct-98
Jan-99
Apr-99
Jul-99
Oct-99
Jan-00
Apr-00
Jul-00
Oct-00
Jan-01
Apr-01
Jul-01
Oct-01
Jan-02
Apr-02
Jul-02
Oct-02
Jan-03
Apr-03
Jul-03
Oct-03
Jan-04
Apr-04
Jul-04
Oct-04
Jan-05
Apr-05
Jul-05
Oct-05
0
2001 General
Election
1997 General
Election
58
20 24
10
1992 General
Election
Source: Ipsos MORI Political Monitor
Base: c. 2,000 British adults each time
© Ipsos MORI / King’s College London
30

16. But are all our leaders doomed to disappoint?
Even lower expectations of politicians than of government
Please tell me whether you agree or disagree with each of the following statements.
We now expect more
from government
than we do from God
We now expect more
from politicians
than we do from God
59
41
Base: 1,011 British adults 18+, 7th -9th December 2013, split sampled across two statements (508 and 503 British adults 18+ respectively)
© Ipsos MORI / King’s College London
29
48
Source: Ipsos MORI Political Monitor

17. What do
politicians say?
- The grim
realities of power
© Ipsos MORI / King’s College London

18. So does character matter?
“In truth Disraeli’s legacy is
not political but personal.
He was tolerant in an age when intolerance
was normal. He was marvellously witty at a
time when pomposity was treated as a
virtue. He emphasised the importance of
individual and national character when
others were concerned with the details of
legislation. He made, and still makes,
politics exciting to people who otherwise
find it dull. He was imaginative to excess,
and unstintingly brave.
… At the heart of Disraeli’s beliefs lay the
thought that imagination and courage are
the indispensable components of political
greatness.”
Douglas Hurd
© Ipsos MORI / King’s College London

19. What they say matters
I think it’s incredibly complicated. The
public’s view of what leadership is
about is a sort of generalissimo
command and control leadership
which is rarely very appropriate in the
complex environment you’re working
in these days
The first thing is knowing where you want
to go, and the second thing is finding the
best route for getting there, which isn’t
always the quickest route, because you
have to take people with you. I think the
important thing is that you can adapt your
leadership style to suit the situation.
© Ipsos MORI / King’s College London

20. Final thoughts…
1.
2.
3.
Competence
matters more
than
empathy,
personality
or “honesty”,
but it helps
to have
some
character
Party
management is
often overlooked as a key
factor in
success;
politicians have
much less
choice in their
colleagues than
Chief Executives
The public
want political
leadership,
however little
they say they
now respect
or trust
politicians (or
ever have)
© Ipsos MORI / King’s College London

21. Political Leadership
Thank you
How much does it matter?
© Ipsos MORI / King’s College London