Analysis by YouGov has found that, aggregating their daily polls month by month between last September and January, the Tory vote share among men was 33 per cent, while among women it was just … 33 per cent.

The Lord Ashcroft polls show that the three most popular answers were identical for men and women: “getting the economy growing and creating jobs”, “controlling immigration” and “managing the economy overall”.

There was a difference in the number four slot, however: for men it was “cutting the deficit and the debt”, while for women it was “improving the NHS”.

The most positive attribute for a party is “willing to take tough decisions for the long term”.

Lord Ashcroft research shows that the five most important drivers for Conservative voters are:

1. Believing the party “shares my values”,
2. That it is “on the side of people like me”,
3. A positive view of David Cameron, and the
4. Belief that the country would be better off after five years of Conservative government than under Labour.
5. Tories “want to help ordinary people get on in life”.

When it comes to the Liberal Democrats the key factors are:

1. They are “on my side”
2. They are “competent and capable”.
Unfortunately, so few people think that this opinion inevitably goes hand in hand with a Lib Dem vote.

Lord Ashcroft asked people for the first word or phrase that came to mind when they thought of David Cameron. “Competent” was the first positive word.

Miliband attracted concerns over ideology and aptitude (“unions”, “out of his depth”, “geek”, “red”, “inexperienced”, “socialist”).

Nick Clegg was thought of as “spineless”, “wet”,“soft”,“two-faced” “lapdog” and “opportunist” . Another strategic dilemma for the Deputy Prime Minister.

We Conservatives should concentrate on the key issues of economic security, public services, character, motivation and leadership – not a bad platform for a campaign.

Read more from Lord Ashcroft here