Mike Smithson, Political Betting, has a post with a diagramatic representation of how the public views the Lib/Lab/Con parties.
I have to disagree, most strongly, with the 'findings' of the diagram when they show the Tories as 'extreme', the Lib/Dems as having "interests of people like us" (at heart). On the opposite side, what is true is the 'findings' for the Labour Party!
The diagram from Ipsos/Mori is misleading in that there is so much with which those three parties agree that means the 'rings' merge. Consider, as examples: membership of the EU, state control over people and the fact that they all agree people can only have the freedoms that they, the political elite, decide.
I often wonder whether opinion pollsters frame their questions to provide the answers that the political parties want. Tad like the media really, who I am sure only write that which they believe their 'sources' will wish to read!