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Economist to Gather AsiaPac Psychographic Data
The UK's 'Economist' magazine has rolled out its readership profiling survey, known as 'Ideas People', in Singapore, with Hong Kong going live next week.
The rolling study provides a 'comprehensive portrait' of the publication's audience to demonstrate the depth of influence readers have on business and luxury consumer expenditure throughout the world.
Ipsos manages the postal survey, which gathers information about readers' spending, behavioural patterns and attitudes. The questionnaire invites feedback on areas such as income, attitudes to employer, length of time spent reading the publication, travelling habits, and attitudes to technology. Readers are also asked which two living celebrities or public figures they would like to invite to dinner.
Subscribers are classified into three broad categories - Pioneers, Catalysts, Builders - according to their attitudes towards a range of topics which include goal setting, seeing the big picture, courage and their level of influence within a work or community situation.
'We are working and playing in the knowledge economy and The Ideas People is an increasingly relevant and valuable way to describe our readers,' commented Andrew Au, Marketing Manager Asia Pacific for the title. 'Rather than using typical demographic data, we wanted to find out what made our readers tick and how they view the world.'
Web sites: http://theideaspeople.economist.com and www.ipsos.com.
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