Prior to the leadership of Margaret Thatcher, traditional academic assumptions about the British Conservative party focused on its emphasis on party unity, the centrality of loyalty to the party, and its ideological pragmatism in the pursuit of power. The leadership of her successor, John Major, was undermined by disunity, disloyalty and ideological conflict, which contributed to the Tory party's removal from power. The ideological implosion of one the most disciplined and electorally successful parties in Western Europe, has stimulated considerable academic appraisal. This article considers the design and utilisation of the ideological typologies of contemporary British conservatism that have been used by academics to help explain the nature of this ideological conflict. By analysing these developments in typological design, we can enhance our understanding of the ideological realignment of contemporary British conservatism in the immediate post-Thatcherite era.