My most recent constituency polling has found an increase in support for Labour and the Conservatives (and, in their own battlegrounds, the Liberal Democrats) while the UKIP share has drifted down since last year. Even so, neither of the main parties has established a clear overall lead, either in national polling or in the marginals. So while the evidence is that voters may be focusing more on the parties capable of forming a government, they are not finding the choice becoming any easier – or more palatable.
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The latest large-scale national polling I have conducted on the impact of the campaign helps explain why. Over the last month, most party ratings on most attributes have ticked up a couple of points. But the change is not significant and the overall picture remains as it has been throughout the parliament: the Conservatives lead on willingness to take tough decisions for the long term, competence, and (by a much slenderer margin) clarity and reliability.
Labour remain ahead when it comes to values, motivation, standing for fairness and being on the side of ordinary voters.
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