Explaining Cameron's Comeback uses expert analyses of hundreds of surveys and focus groups run by Ipsos MORI to make sense of the 2015 election campaign from the voters perspective: What we really thought of Cameron and Miliband; how Dave won and why Ed did not; why it made sense to go negative; and why the pundits read the polls wrong. They also show what the 2015 election result means for the next five years of British politics, from the European Referendum and Jeremy Corbyn's Labour party, to the implications for the 2020 election.

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SIR ROBERT WORCESTER is the founder of Ipsos MORI. ROGER MORTIMORE is Director of Political Analysis at Ipsos MORI and Professor of Public Opinion and Political Analysis at King's College London. PAUL BAINES is Professor of Political Marketing at Cranfield University and a specialist in the application of marketing in politics. MARK GILL advises governments and organisations around the world on public opinion research.

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