The election was called on 17 March; in the first week, the Liberal Democrats had a 12 per cent share; polls published last week averaged 15per cent for them, up three points. In the panel they are also up three percentage points, and are likely to do better in their targeted seats than indicated by the national swing figures. Of bittersweet taste will be the finding that 23 per cent of the panel said that if they thought the Liberal Democrats could win the general election, it would make them more inclined to vote for them. In a survey otherwise devoid of good news for the Prime Minister, the only straw left to clutch is that 8 per cent of the panel say they are still undecided, or say they may change their mind. Even this has a sting in its tail; while 10 per cent of Labour intenders say they may still change their mind, 14 per cent of intending Tories say they could conceivably vote for someone else.The public appears ready to embrace constitutional change.

By 51 per cent to 28 per cent they would support fixing the length of a parliament and by 45 per cent to 28 per cent they support proportional representation. Even the replacement of the Lords with an elected second chamber gets plurality support, with 44 per cent in support, 29 per cent opposed, and 27 per cent undecided. By 71 per cent to 17 per cent, people support making parties publish the identity of those who make large donations.Robert Worcester is chairman of MORI. MORI interviewed a representative quota sample of 1,069 adults aged 18-plus at 78 enumeration district sampling points throughout Great Britain, in their homes on 2-3 April 1997. On 23-24 April 941 of the initial respondents were re-interviewed, again in their homes. The voting intention figures exclude those who say they will not vote (3 per cent), are undecided (6 per cent) or refuse to name a party (4 per cent).

Details on www.mori .{ Their policies ... I've been reading the leaflets that came through the door - investing more in education and health |Erewash, woman, 25-34, switching from Lab to Lib Dem{ I am not voting because I am working that day. |Bournemouth West, woman, 35-44, switching from Con to 'will not vote'{ Labour are mad for education, and with four kids you have to support that |Copeland, woman, 25-34, switching from Con to Lab{Too much mouth. Full of promises is Mr Blair|Staffordshire Moorlands, man, 65-74, switching Labour to don't know. Charting an election campaign, you need to lay down a good game plan, and stick to it Labour seems to have learned this lesson. It has been doggedly consistent in its message that "Britain deserves better". The result is not of the highest creative quality, but you'd have to have spent the past few weeks on Mars to fail to grasp what its campaign is all about.

Both its election broadcasts last week, Land of Hope and Glory and Blair the Bloke, demonstrate this. The first tried to galvanise a fear of the Tories in old Labour supporters. The second tried to reassure Tory Defectors-With-A-Grudge that Mr Blair is almost one of them. The curious thing is that Blair is content "to make this better" his central appeal. No heart-warming Brixton Boy, no stirring heroic Kinnock The Movie; this was just another mildly empathetic spin on the message. The Lib Dems have done what any challenger on a small budget would do: focus their activity on areas of the country likely to give the best return. And because of the consistent message, their policies - like 1p on income tax for education - are widely understood.The Government has not made the most of the advantage of incumbency.