The Survey report is interesting - notable that the group who voted Con in 2019 and had a reform VI this time was three times bigger than Con in 2019/Labour VI...
It does look like if you hold essentially right-wing views, but trust rich people to lead the country and large businesses to manage themselves and drive the economy, you're Conservative, and if you don't, you're Reform - hence the paradox of more public services/less redistribution of wealth...