No one in the group would be able to say to another Conservative party member who had been abroad since 1997 that the party had made any progress at all. Very few could think of anything that the party could be proud of since losing to Labour in 1997. The only mention, disputed by others, was the victory in the European elections. But others felt that this had simply served to encourage Hague to promote the anti-euro message during the general election, and that had proved to be the wrong strategy.
When asked what the Conservative party could be proud of since 1997, most answered with criticisms of Labour. Many of the comments reflected anger that taxes had increased under Labour ostensibly to improve public services, but all group members felt that public services had deteriorated, not improved at all. Nevertheless, none of these comments actually answered the question. The reason may simply be that they could not think of anything the Tories could be proud of and therefore simply turned their response onto a related topic they felt able to discuss. Alternatively, it may reflect the feeling, acknowledged by some, that the solution to the Tories predicament would be found if voters could be made aware of Labour's failures. Some reflected that bringing Labour down in voter's estimation was only part of the solution; the Tories have to offer an attractive alternative.
Group members were asked to imagine how ordinary voters would imagine the Conservative Party as a car. The most optimistic suggestion was that it would be a Skoda, once a laughing stock but now, with clever advertising and completely re-engineered by VW, people were being forced to re-evaluate their perceptions of it. The most depressing suggestion was that ordinary voters would view it as a clapped out Cortina, being driven badly and with several people inside all back seat driving.
When asked to draw a picture to sum up their own feelings about the party, one or two drew reasonably positive images, including the sun and a rainbow, suggesting that things were looking up for the party and that there is a prize (a pot of gold) in sight. Another drew an open goal but with a ball being kicked wide of it, indicating the potential to attack Labour for its many failures, and the complete inability of the Conservatives to score a goal.
One drew a graph with a line moving from one axis towards the other in a gentle curve. The respondent did not name either axis but indicated that whichever way the Tory Party moves on the curve they move closer to one axis or the other. In other words all efforts in whatever direction result in diminishing returns.
One image was of the Arc, complete with Union Jack floating on the water with threatening clouds overhead. This indicates that the Conservative Party has withdrawn into the Arc, and are floating around at the mercy of the threatening weather, presumably waiting for the flood waters to subside before they can land and resume normal life.