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Millward Brown to Benchmark UK Life
The Newspaper Society (NS) has commissioned Millward Brown (MB) to conduct research into community life, to provide advertisers and agencies with a benchmark of life in the UK.
The Society's Marketing Director Robert Ray explained that the new study will find out more about the things that matter to the public at a local level, and how they impact on people's sense of community and their relationship with news and information sources, including advertising and other commercial communications.
Fieldwork across cities, towns and villages will begin this month, and both qual and quant techniques will be used to produce findings which will help clients and agencies develop more targeted ad campaigns. Results of the six-figure project will be launched in the second quarter of this year.
Sue Elms, Executive Vice President of MB's Global Media Practice (www.mrweb.com/drno/news5588.htm ) said that the study would address a number of issues including how people are playing out their lives nowadays and on what self-created stages, and what it means to practical, emotional and virtual communities as well as to communications. 'We will be using top notch qualitative, quantitative and media skills to ensure we will deliver a project with vision and applicability,' she added.
Back in 2003, MB conducted a project for the NS to examine the part local press advertising plays in pushing consumers along the buying process (www.mrweb.com/drno2k/news2239.htm ). The study was chosen for the World Association of Newspapers' Advertising Effectiveness Research of the Year award.
The NS also recently conducted a three-part study entitled the wanted ads, to ascertain the importance of local communication and the power of local media in reaching communities across the UK. the wanted ads III survey was conducted by TNS and examined the combined impact of print and online local newspaper offerings,
The organisations are online at www.millwardbrown.com , www.newspapersoc.org.uk and www.tnsglobal.com.
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