There is no evidence that Labour lost the general election because of a shift to the left, a new post-mortem into the bruising defeat has claimed.

The report by the University of Oxford adds that while immigration, welfare, and Ed Miliband’s leadership all played a part in the unexpected defeat, it was more about perceived competence and rhetoric than policy. It also claims that the party's anti-austerity message led to some gains in England.

The authors add that Labour’s “equivocal support” of benefit caps did not necessarily help the party win any more supporters at the election. “Perceptions of welfare matter,” they said. “But it is not the precise amount that is important. Rather people care about whether the amount given to people is enough to live on."

Professor David Stuckler, of Oxford University’s Department of Sociology, told The Independent: “We analysed the election results using the British Election Survey data that can tell us what happened to Labour voters over time and, unlike focus groups, cover the entire country. What also sets apart our approach is that we can use these data to look at those who switch parties; the key swing voters.

“Above all, we wanted to know was it the policies or was it the personalities, and specifically that of its leader, Ed Miliband, that contributed to the party’s losses.

“What we’ve learnt so far is that Labour didn’t lose because they were seen as having moved to the left. In fact, on a left-right spectrum, the public consistently see Labour as closer to their own views than the Conservative Party.

Approximately 95 per cent of tabloid editorials were anti-Labour in the run up to the election, with many of those directly aimed at Miliband.” <p>Oxford University report</p>

“The attitudes and values of the majority of the British public are firmly rooted in the desire for a fairer society, based on principles of equality and social justice. Immigration, welfare, and leadership all played a role in Labour’s defeat but Labour’s failure appeared to be more about perceived competence and rhetoric than about policy."

The Oxford study also adds that inquiries similar to the Beckett Report, commissioned by Labour in the wake of its defeat to consult focus groups in marginal seats, provided important insights. “But, they are also partial and unrepresentative of the entire country”.

The Beckett report placed a particular emphasis on the weakness of Mr Miliband and an association with the economic crisis under Gordon Brown’s premiership. It added that Labour also failed to convince voters of its welfare and immigration policies.

Best General Election 2015 quotes Show all 10 1 /10 Best General Election 2015 quotes Best General Election 2015 quotes 1. "Am I tough enough? Hell, yes, I'm tough enough." Ed Miliband bats away suggestions he would be too weak on the international stage. It likely to go down as one of the quotes we remember this election by. Matthew Lewis/Getty Images Best General Election 2015 quotes 2. "If I'm getting lively about it, it's because I feel bloody lively about it." David Cameron attempts to prove how passionate he is about wanting a second term as Prime Minister after Tory donors criticised his lack of enthusiasm. AFP Best General Election 2015 quotes 3. "Oh it's crats? I thought it was Liberal Demo-cats" Reality TV star Joey Essex is taught a thing or two during his meeting with Nick Clegg. PA Best General Election 2015 quotes 4. "Brain fade" Green party leader Natalie Bennett gave what was described as the "worst political leader's interview ever" on LBC Radio as she fails to answer how the Greens would pay for its ambitious housing policies. LBC/YouTube Best General Election 2015 quotes 5. "We're a shining example of a country where multiple identities work. Where you can be Welsh and Hindu and British, Northern Irish and Jewish and British, where you can wear a kilt and a turban, where you can wear a hijab covered in poppies. Where you can support Man Utd, the Windies and Team GB all at the same time. Of course, I'd rather you supported West Ham" David Cameron experienced his own brain fade when he forgot which football team he supported. Getty Images Best General Election 2015 quotes 6. “This is a real career-defining … country-defining election that we face in less than a week’s time” The Prime Minister made another gaffe when he made it sound like the election was all about himself. BBC Best General Election 2015 quotes 7. “Ed Miliband stabbed his own brother in the back to become Labour leader. Now he is willing to stab the United Kingdom in the back to become prime minister.” Defence Secretary Michael Fallon launched a vicious personal attack on Ed Miliband. PA Best General Election 2015 quotes 8. "Ajockalypse Now." The colourful term used by Boris Johnson to describe a Labour government propped up by the SNP. JUSTIN TALLIS/AFP/Getty Images Best General Election 2015 quotes 9. “The SNP are openly racist. The anti-English hostility, and the kind of language that is used about and towards English people, is totally extraordinary.” Nigel Farage launches an attack on Nicola Sturgeon and her SNP party. AFP/Getty Images Best General Election 2015 quotes 10. "Terms are like Shredded Wheat. Two are wonderful, three might be too many." David Cameron rules out a third term as Prime Minister. Getty Images

The new analysis, however, claims that while negative perceptions of Mr Miliband had a small effect on Labour’s vote share it was not as large as some commentators have claimed. It adds that it is “difficult to disentangle whether perceptions of Miliband would have been different if the print media of Miliband had been less negative and less personal.

"Approximately 95 per cent of tabloid editorials were anti-Labour in the run up to the election, with many of those directly aimed at Miliband.”

The author's claim that media coverage of the former Labour leader may have had some impact on the outcome of the election and so Miliband the man may not have been a problem, rather it was the party and the policies he represented. “In short, would Miliband have fared better if he and David Cameron switched parties and policies,” the authors ask. “Our analysis suggests this would have yielded relatively little change in vote share.”

Professor Stuckler added: "We used the survey data to perform a thought experiment. Suppose Ed Miliband had the same like-ability ratings as David Cameron, but kept to the same Labour policies. Could Labour have won with the more charismatic Cameron as leader?"

“Our analysis gives an emphatic no. At most, had Ed Miliband been as likeable he would have increased Labour’s vote share by ~1.5 percentage points (about 380,000 votes); and this was not enough to sway the election."