In many respects, the way in which we talk (and perhaps the way in which we think) about general elections is decades out of date. We bend our understanding of modern events to fit the language that was coined to describe the events of the past and sometimes, even if we are aware of this, we are in danger of being led astray.
Rather than worry about why education is "languishing" as a lesser order issue, perhaps we should see it as a sign of relative success. When we at Ipsos MORI analyse public opinion, we frequently conclude that Britain is better than it perhaps thinks it is. And, judging by what the experts are saying about teaching and what the students are telling us about their hopes and motivations, education may well fall into that category.
The truth is that after two years of campaigning the SNP haven't managed to move the ball forward in any game changing way at all. Having failed to become the 'momentum campaign' the SNP went in search of elusive big moments. But to those who have been following events closely the SNP's campaign has been a series of false starts and stumbled half answers.
Britons appear by nature to be pessimistic with regard to the economy. We have now had 11 consecutive months of positive EOI scores - the second longest on record, behind a 15 month period around and following the 1987 general election. If we are to see this optimism to continue into the 2015 general election, it will beat the record by a full eight months.
At last! The economic recovery is finally under way. Its dynamics - rising borrowing, a housing "bubble", uncertain prospects for the eurozone - may trouble some readers. But, as the news over the last month or two has underlined, we are at least now living with an economy which is growing rather than shrinking.
This week I was a panellist at the launch event for the inaugural Ipsos MORI Top Cities survey - a worldwide poll that crowned London as the most popular city in Europe, but forced us to tip our bowler hats to New York as the global winner. But in amongst the data were a few fascinating phenomena...
A wider debate has now emerged about the role of women in society. 'Fourth wave feminism' questions whether men and women both have a subconscious misogyny, perhaps a blind spot about women's role in public life. Do we all assume women will shut up and sit back, rather than fighting for a space within public discourse?