Trying to identify different types of voters is fun, but ultimately a futile exercise in reducing people to stereotypes, says John Oxley

There was one question doing the rounds this week in Westminster – “Which one are you?”. It was raised by a new report from think tank More in Common, which set out to sort the UK population into seven new segments. Each was informed by a mixture of factors, from policy positions to engagement with the news and respect for institutions. From the Progressive Activist to the Traditional Conservative, the aim is to give a feel for voters that goes beyond mere party preference. Yet such segmentation can be deceptively simple, and blind us all to the complexities of those around us.

Such analyses tend to strike a chord. They are a fun way of looking at voters and create a buzz in the media. After all, most Millennial journalists, policy wonks........

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