London Evening Standard/London


Cameron: best choice
David Cameron goes into the party conference season a long way ahead of Ed Miliband on the personal qualities needed in a leader, an exclusive poll revealed yesterday.
The beleaguered Conservative leader is seen as tougher, smarter, more eloquent, more prime ministerial and more likeable, according to an Ipsos MORI survey in yesterday’s Standard.
The poll gives Labour a lead of 11 points on 41% (down 1), with the Tories on 30% (down 2) — their lowest share since April 2006, suggesting the Olympics boost was short-lived.
The Liberal Democrats are on 13% (up 2) — but leader Nick Clegg’s personal satisfaction rating is at a desperate new low.
For the first time, half of his own supporters (51%) think he is not doing a good enough job.
What will hearten Tories are findings that Miliband has failed to convince people of his personal qualities.
Asked which man was “tough enough for the job of prime minister”, 54% picked Cameron and just 18% the Labour leader.
On the question of who is “smart enough”, the Tory won 54% to 22%.
Cameron was seen as more eloquent by 59% to 15%, which may suggest that the Labour leader’s nasal voice is hampering his image.
Miliband won on two key questions. By 36% to 26%, people felt he was more likely to “understand people like me”, which suggests Labour’s campaign to brand Etonian Cameron as “out of touch” has worked.
He was also judged best to protect British jobs, by 37% votes to 31%.
But as well as seeing Cameron as more “prime ministerial”, by 57% to 17%, voters like him more as an individual.
By narrower margins, he is seen as more of “a good person” and more “likeable” and “fun to meet in person”.
The Tory leader even has a two-point advantage for having “the right values”, despite Labour’s traditional claim to the moral high ground.
The questions mirror those in US presidential contests to find out how the public feel about rivals. In recent elections, leaders’ images have been seen to be increasingly important.
Ipsos MORI head of political research, Gideon Skinner, said: “Ahead of the conferences the paradox continues. Labour keeps the 11-point lead they have had since May but when the public compares the two leaders, Cameron comes out on top.”