Tory leader David Cameron has come under further pressure to spell out concrete policies as his party slumped in the polls amid public ignorance of what he stands for.
As he prepares for his first party conference at the head of the party, the Conservatives slipped in the latest survey - losing a lead over Labour they had held since May.
And the YouGov poll for the Daily Telegraph found more than half of voters (54%) believed it was "hard to know what the Conservative Party stands for at the moment".
Both Labour and the Liberal Democrats have accused Mr Cameron of relying on publicity stunts to hide a lack of detailed policy initiatives on key issues.
He has set up a series of commissions to come up with proposals on a range of subjects, but they are not due to report before next week's gathering in Bournemouth.
Six out of 10 voters agreed Mr Cameron "talks a good line, but it is hard to know whether there is any substance behind the words".
And his personal approval rating also took a dive - from 46% at the beginning of the year to 35% now.
The latest poll shows that the Tories have lost a seven-point lead over Labour in less than a month - falling two points to 36%.
Labour shot up by five points to match that score on the back of an annual conference at which Tony Blair's final speech as leader won huge acclaim.
YouGov elicited opinions of 1,847 adults across Great Britain online between September 27 and 29.
