In this week's New Statesman, Peter Kellner explains why Labour must win the "valence" war:

Suppose you feel that strongly about the role of the private sector in the NHS, either for or against. That is a positional view. But suppose you don’t mind that much either way, and all you want is prompt, high-quality care when you need it. In that case, yours is a valence view.

Most politicians, activists and commentators are full of positional views. But millions of swing voters aren’t: they take a valence view of politics. They judge parties and politicians not on their manifestos but on their character. Are they competent? Honest? Strong in a crisis? Likely to keep their promises?

To explore this, YouGov took a series of political controversies and asked people which of four options they favoured – in each case, we offered three positional options (“left”, “right”, status quo) and one valence option.