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SPA Become Lifestyle Tourists
London-based agency SPA has launched a new qualitative research approach called Lifestyle Tours, aimed at giving clients a broader understanding of a range of lifestyle issues for a given target audience. The service is offered on a syndicated basis.
SPA developed the idea over the last year with input from media clients wanting more understanding of how lifestyles influence consumption habits. Qualitative and media specialist and board director Rebecca Ironside, who led the development, says Lifestyle Tours are 'a much more stimulating experience for respondents' and make for 'richer findings which very often challenge preconceived assumptions'.
To date, the technique has been used to explore the lives of women for clients working on new concept development, and men are next - SPA is inviting interested clients across a number of industries to help shape the study. The agency says the syndicated approach will enable companies to 'buy into what may normally be considered a luxury project... at a fraction of the cost of a bespoke study'.
SPA, online at www.spa-mr.com , was established in 1994 and is now one of the largest independent research companies in the UK - specialising in media, convergent technology, kids & youth, advertising & brands and fmcg/retail research. Rebecca Ironside can be contacted on rebecca.i@spa-mr.com
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