Explaining Labour's Landslip

Robert Worcester is founder of Britain's leading social research and polling organisation, Mori. Sir Robert was for many years the advisor to the Labour Party on polling, and is a regular television and radio broadcaster. Prior the founding Mori in 1969, he was CFO and head of International Research for Opinion Research Corporation in Princeton, NJ, USA, and before that a consultant with McKinsey. He is co-author of Explaining Labour's Landslide (1997), and Explaining Labour's Second Landslide (2001) and many other books on market, opinion and attitude research. Roger Mortimore is Senior Political Analyst at Mori, having joined in 1993 from University College, Oxford, where he took his Dphil researching the British electoral system. He is co-author of Explaining Labour's Landslide (1997) and Explaining Labour's Second Landslide (2001) and other books and articles on British and European political matters. Paul Baines is Principal lecturer in Marleting at Middlesex University. His main area of research is in marketing for political parties where he has published over forty journal articles and conference papers. Co-author of five books on PR, marketing strategy and marketing research, he joined the Mori elections team, where he was based during his sabbatical, and which led to the co-authorship of the book.