With a foreword by Michael Portillo. Deborah Mattinson had a unique perspective on the New Labour project. As Britain s leading political pollster, she has been monitoring public opinion since the mid-1980s, and helped transform Labour into Europe s greatest election-winning machine of the modern era. Most recently as chief pollster to Gordon Brown as Prime Minister, she has been on the frontline of electoral politics, consistently representing the voter s side of the story to the politicans. Sometimes, she has encountered scepticism - a belligerent John Smith made an unappreciative witness to one of Deborah s focus groups - and she has often had to convey unwelcome results - telling a grumpy Gordon Brown he needed to spruce up his appearance cannot have been easy. With a stellar cast, including Neil Kinnock, Peter Mandelson, John Smith, Tony Blair and Gordon Brown, Talking to A Brick Wall reviews the New Labour years from the voter s point of view. It tracks the ups and downs of the Blair/Brown era as seen from beyond Westminster, showing how closely political reputation correlates with voter connection. It profiles the swing voter, shows the importance of women s votes, and what gives a politician popular appeal, and maps the voters views through the 2010 campaign and its immediate aftermath, showing how the electorate has been left out of political decision making and revealing the public s recipe for rehabilitating the Labour Party and rebuilding trust in democracy. A champion of democratic renewal through citizen engagement, Deborah Mattinson believes that we must move to new grown up partnership politics if democracy is to thrive.
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Review
"Mattinson's engaging fly-on-the-wall tale of life as Brown's favourite pollster. She had a ringside seat to observe the flawed characters of Tony Blair and Brown and their henchmen Peter Mandelson and Alastair Campbell."
--John Kampfner, The Sunday Times
"Mattinson's engaging fly-on-the-wall tale of life as Brown's favourite pollster. She had a ringside seat to observe the flawed characters of Tony Blair and Brown and their henchmen Peter Mandelson and Alastair Campbell." --John Kampfner, The Sunday Times
"Mattinson's fascinating account... Mattinson addresses this question head on. "The voter is not without blame in this unhappy saga," she writes. "Always ready to complain, but unwilling to roll up their own sleeves, the electorate has colluded with the political parties to create a world of Peter Pan politics: where the voter lives in a perpetual childlike state and never grows up." --Chris Mullin, New Statesman
"Rather good!"
--Daniel Finkelstein, The Times
"Mattinson's engaging fly-on-the-wall tale of life as Brown's favourite pollster. She had a ringside seat to observe the flawed characters of Tony Blair and Brown and their henchmen Peter Mandelson and Alastair Campbell." -- John Kampfner, The Sunday Times
"Compelling" --Simon Heffer, Daily Telegraph Simon Heffer, Daily Telegraph
"Contains more insight and less bile than many memoirs" --Andrew Sparrow, Guardian Andrew Sparrow, Guardian
"Fascinating." --Chris Mullin, New Statesman
"I was only trying to boost sales!"
--David Cameron in PMQs
"Deborah Mattinson's book goes beyond the soap opera of New Labour to explain its inner mechanics, the decline of the Brown years and - crucially - what the public really thought. A very important and hugely intelligent political text, and a must-read for anyone with an interest in how politics and popular opinion interact." --Matthew d'Ancona, Evening Standard
"Deborah Mattinson's book goes beyond the soap opera of New Labour to explain its inner mechanics, the decline of the Brown years and - crucially - what the public really thought. A very important and hugely intelligent political text, and a must-read for anyone with an interest in how politics and popular opinion interact." --Matthew d'Ancona, Evening Standard
"Deborah Mattinson's book goes beyond the soap opera of New Labour to explain its inner mechanics, the decline of the Brown years and - crucially - what the public really thought. A very important and hugely intelligent political text, and a must-read for anyone with an interest in how politics and popular opinion interact." --Matthew d'Ancona, Evening Standard
Her passion for her trade radiates throughout... compelling --Peter Kenyon, Chartist Magazine
Her passion for her trade radiates throughout... compelling --Peter Kenyon, Chartist Magazine
--John Kampfner, The Sunday Times
"Mattinson's engaging fly-on-the-wall tale of life as Brown's favourite pollster. She had a ringside seat to observe the flawed characters of Tony Blair and Brown and their henchmen Peter Mandelson and Alastair Campbell." --John Kampfner, The Sunday Times
"Mattinson's fascinating account... Mattinson addresses this question head on. "The voter is not without blame in this unhappy saga," she writes. "Always ready to complain, but unwilling to roll up their own sleeves, the electorate has colluded with the political parties to create a world of Peter Pan politics: where the voter lives in a perpetual childlike state and never grows up." --Chris Mullin, New Statesman
"Rather good!"
--Daniel Finkelstein, The Times
"Mattinson's engaging fly-on-the-wall tale of life as Brown's favourite pollster. She had a ringside seat to observe the flawed characters of Tony Blair and Brown and their henchmen Peter Mandelson and Alastair Campbell." -- John Kampfner, The Sunday Times
"Compelling" --Simon Heffer, Daily Telegraph Simon Heffer, Daily Telegraph
"Contains more insight and less bile than many memoirs" --Andrew Sparrow, Guardian Andrew Sparrow, Guardian
"Fascinating." --Chris Mullin, New Statesman
"I was only trying to boost sales!"
--David Cameron in PMQs
"Deborah Mattinson's book goes beyond the soap opera of New Labour to explain its inner mechanics, the decline of the Brown years and - crucially - what the public really thought. A very important and hugely intelligent political text, and a must-read for anyone with an interest in how politics and popular opinion interact." --Matthew d'Ancona, Evening Standard
"Deborah Mattinson's book goes beyond the soap opera of New Labour to explain its inner mechanics, the decline of the Brown years and - crucially - what the public really thought. A very important and hugely intelligent political text, and a must-read for anyone with an interest in how politics and popular opinion interact." --Matthew d'Ancona, Evening Standard
"Deborah Mattinson's book goes beyond the soap opera of New Labour to explain its inner mechanics, the decline of the Brown years and - crucially - what the public really thought. A very important and hugely intelligent political text, and a must-read for anyone with an interest in how politics and popular opinion interact." --Matthew d'Ancona, Evening Standard
Her passion for her trade radiates throughout... compelling --Peter Kenyon, Chartist Magazine
Her passion for her trade radiates throughout... compelling --Peter Kenyon, Chartist Magazine
About the Author
Deborah Mattinson advised Labour through the 1980s and the birth of New Labour. She then worked closely with Gordon Brown as he prepared to become PM, and after transition . She has a unique perspective on the New Labour years through the eyes of the voter. She began her career in advertising, working at McCann Erickson, then Ayer Barker. She left to set up Gould Mattinson with Labour strategist, Philip Gould, in 1985. Deborah co-founded Opinion Leader Research, now the UK s top research and engagement consultancy, in 1992. She is currently forming a new company with the aim of bringing the public s perspective to the debating table, connecting decision makers in business and government more closely with the national mood.
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Customer Reviews
Most Helpful Customer Reviews
8 of 8 people found the following review helpful
By Stefan Stern
Format:Hardcover
This is a remarkable book. The next leader of the Labour Party should be made to sit down and reflect on its findings and revelations.
Who knew? It turns out that the author, Deborah Mattinson, understood more about voters' real concerns than any policy wonk or self-styled communications guru. How did she know? By listening to people, by asking good questions and allowing people to speak (and by "people" it is important to understand that these are real, "normal", ordinary people, and not political obsessives). The much-maligned focus group, in the hands of someone who knows what they are doing, can uncover vital truths.
Ms Mattinson has been at the heart of Labour party activity and campaigning for two and a half decades. This book provides a handy potted history of the emergence of New Labour as a political phenomenon. It tells the story of Blair and Brown in crisp detail, making it an ideal companion piece to Philip Gould's The Unfinished Revolution.
Anyone interested in the British political scene will find it fascinating. Its intriguing conclusion is that, even at a very late stage, the Labour government could have avoided defeat if it had paid more attention to what voters were really saying and, frankly, if it had acted on the guidance Ms Mattinson was offering. She has been a bit too modest: this book might very well have been called I Told You So. Although here the telling is done much more in sorrow than in anger.
Who knew? It turns out that the author, Deborah Mattinson, understood more about voters' real concerns than any policy wonk or self-styled communications guru. How did she know? By listening to people, by asking good questions and allowing people to speak (and by "people" it is important to understand that these are real, "normal", ordinary people, and not political obsessives). The much-maligned focus group, in the hands of someone who knows what they are doing, can uncover vital truths.
Ms Mattinson has been at the heart of Labour party activity and campaigning for two and a half decades. This book provides a handy potted history of the emergence of New Labour as a political phenomenon. It tells the story of Blair and Brown in crisp detail, making it an ideal companion piece to Philip Gould's The Unfinished Revolution.
Anyone interested in the British political scene will find it fascinating. Its intriguing conclusion is that, even at a very late stage, the Labour government could have avoided defeat if it had paid more attention to what voters were really saying and, frankly, if it had acted on the guidance Ms Mattinson was offering. She has been a bit too modest: this book might very well have been called I Told You So. Although here the telling is done much more in sorrow than in anger.
6 of 6 people found the following review helpful
By Mark Pack
TOP 1000 REVIEWER
Format:Hardcover
Deborah Mattinson's account of what she saw during her time as a leading pollster to the Labour Party certainly doesn't stint in portraying her own role in what the book calls "Europe's greatest election winning machine of the modern era". The fact that Labour won three general elections in a row and yet the fact that, even looking no further than the same country and the same part of the century, the preceding Conservative government did one better and won four general elections in a row, does provide a warning against taking everything in the book - whether from the publisher or the author - too uncritically.
But if you read on, armed with these caveats and the usual caution about the balance between accuracy and self-serving in such books, it's an entertaining read that paints a vivid picture of the utterly dysfunctional way Labour operated for years, as if emulating a group of sulky teenagers is the blueprint to follow. She had a close up view of much that happened in 1983-2010, and the book tells it from the perspective of the voters she frequently focus grouped rather than from the more traditional perspective of Westminster bubble gossip.
The book gives a good account of how and why focus groups became such a popular tool for Labour, enabling people - when done well - to understand the deeper and longer-term trends which lie behind headline figures.... Read more ›
But if you read on, armed with these caveats and the usual caution about the balance between accuracy and self-serving in such books, it's an entertaining read that paints a vivid picture of the utterly dysfunctional way Labour operated for years, as if emulating a group of sulky teenagers is the blueprint to follow. She had a close up view of much that happened in 1983-2010, and the book tells it from the perspective of the voters she frequently focus grouped rather than from the more traditional perspective of Westminster bubble gossip.
The book gives a good account of how and why focus groups became such a popular tool for Labour, enabling people - when done well - to understand the deeper and longer-term trends which lie behind headline figures.... Read more ›
5 of 5 people found the following review helpful
By Scarlett M
Format:Hardcover
Forget the the preenings of Tony Blair or the tittle tattle of Peter Mandelson. This is the real story of new Labour, told through the eyes of the public who first fell in love, but ultimately felt betrayed and rejected it.
For 25 years Deborah Mattinson charted public reaction to the Labour Party as they changed from principled but out of touch to a party that swept to power and then lost the trust of the people. Her focus groups showed the appetite for the new politics promised by Blair and the disillusion when they realised he was just another politician. They felt the Dome was about personal legacy and the money could be better spent, while Iraq epitomised a lack of trust. Blair only won in 2005 because they could not bear Michael Howard. They thought Gordon Brown would be different, but when he turned out to be more of the same they stopped listening. As sound bites took the place of action, they looked elsewhere or, disillusioned with politics, stopped looking and stayed at home.
Mattinson shows the divide between the preoccupations of the Westminster Village - MPs, journalists, policy wonks - compared with the voters. The 'crisis' of the James Purnell resignation passed them by. She points to the arbiters of elections, the 'squeezed middles', who see them selves abandoned by politicians, too poor for the Tories to care, too rich to benefit from Labour. Financially insecure, made dependent on interest rates by mortgages, frightened by job cuts - these are the real people politicians need to address.
Mattonson's easy style replaying the Labour years and her hopeless battle to make the politicians listen makes gripping reading.
For 25 years Deborah Mattinson charted public reaction to the Labour Party as they changed from principled but out of touch to a party that swept to power and then lost the trust of the people. Her focus groups showed the appetite for the new politics promised by Blair and the disillusion when they realised he was just another politician. They felt the Dome was about personal legacy and the money could be better spent, while Iraq epitomised a lack of trust. Blair only won in 2005 because they could not bear Michael Howard. They thought Gordon Brown would be different, but when he turned out to be more of the same they stopped listening. As sound bites took the place of action, they looked elsewhere or, disillusioned with politics, stopped looking and stayed at home.
Mattinson shows the divide between the preoccupations of the Westminster Village - MPs, journalists, policy wonks - compared with the voters. The 'crisis' of the James Purnell resignation passed them by. She points to the arbiters of elections, the 'squeezed middles', who see them selves abandoned by politicians, too poor for the Tories to care, too rich to benefit from Labour. Financially insecure, made dependent on interest rates by mortgages, frightened by job cuts - these are the real people politicians need to address.
Mattonson's easy style replaying the Labour years and her hopeless battle to make the politicians listen makes gripping reading.
3 of 3 people found the following review helpful
By JamesWW
Format:Hardcover
This fascinating book covers in great detail, the entire modernisation process of the Labour Party, culminating in New Labour, from the perspective of the pivotal swing voters.
For any student of political or social science, the dissection of focus groups - in both method and recruitment - is essential reading. Serving as an analysis of focus groups as a method allows the book to cross several subject boundaries and shows an insight into its usage that is fundamental for any research project.
This book's unique 'swing voter' point of view, and broad target audience, makes this the best and most insightful analysis of the New Labour years to date.
For any student of political or social science, the dissection of focus groups - in both method and recruitment - is essential reading. Serving as an analysis of focus groups as a method allows the book to cross several subject boundaries and shows an insight into its usage that is fundamental for any research project.
This book's unique 'swing voter' point of view, and broad target audience, makes this the best and most insightful analysis of the New Labour years to date.
Most Recent Customer Reviews
5.0 out of 5 stars
a must for anyone with political aspirations
Great book.Real insight in to what real people really think about politics rather than what the author thinks people should have thought about them... Read more
Published 4 months ago by Trevor J. Morris
5.0 out of 5 stars
look what happens when you stop listening
This remarkable book, written by insider Deborah Mattinson, is destined to become compulsory reading for anyone trying to understand why the Brown project fell apart. Read more
Published on 2 Feb 2011 by TJohns
2.0 out of 5 stars
A mixed bag
The book is a detailed explanation of the results of focus group research through the last 20 years or so of Labour/New Labour, so if that is what you want, it provides it. Read more
Published on 14 Jan 2011 by Picky reader
3.0 out of 5 stars
Blurred Focus
This is a book which will appeal to all pollsters and opinion-manipulators. I can well imagine that those who are employed to put a favourable spin on the balls of politics will... Read more
Published on 19 Oct 2010 by Ian Millard
5.0 out of 5 stars
This book explained a few things for me
I've been living in the UK for 30 years or so, but as a US citizen, I can't vote, so UK politics are a spectator sport for me. Read more
Published on 26 Sep 2010 by P. Durbin
5.0 out of 5 stars
A fascinating tale of ordinary folk
A compelling read even though I had a horrible feeling I might have been one of the "weird" people, so vividly described, who were involved in 1980s politics. Read more
Published on 16 Sep 2010 by Nico 13
4.0 out of 5 stars
A substantial contribution to the call for a new politics
Let's be clear about what this book is not. 'Talking To A Brick Wall' is not a juicy insider story about the collapse of New Labour. Nor is it an anti-Conservative rant. Read more
Published on 16 Sep 2010 by Paul Bowes
4.0 out of 5 stars
going beyond huff and puff
If you want another dimension to the spin, huff and puff of political diaries this is the book for you. Read more
Published on 23 July 2010 by Malcolm MacGarvin
5.0 out of 5 stars
Intriguing insight into politicians relationship with voters
A really interesting read that gives you fascinating insight into how politicians engage with voters when they want to get elected but stop engaging when they are elected. Read more
Published on 7 July 2010 by Louise Diamond
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