Metrica database to aid PR campaigning

Research and evaluation company Metrica has created a special division to launch a market research database which it claims will improve the planning of PR campaigns.

Research and evaluation company Metrica has created a special

division to launch a market research database which it claims will

improve the planning of PR campaigns.



The group has now split into three companies: Metrica Lifestyles,

Metrica Research, and Metrica Media Analysis. The new CD-ROM product,

ConsumerPulse, is the first from Metrica Lifestyles.



ConsumerPulse is the result of surveying more than 1,000 consumers

representative of the UK population. It covers areas such as press,

broadcast and on-line media consumption; leisure activities; and

transport usage, among others, as well as response to PR activity, such

as direct mail, conference and shows.



All the variables, including age and gender, can be cross-referenced

against each other.



The research will be updated every six months, and the data will be

aggregated, so after a year there will a sample of around 2,000

consumers to draw on. For fast-moving trends such as on-line media use,

however, only the latest data will be made available. The new product

costs from pounds 500 a year to subscribe.



’As well as our bespoke service, we wanted an off-the-shelf research

product to get under the skin of the target audience. ConsumerPulse

means that PR practitioners don’t have to start from scratch when

planning campaigns,’ said Metrica director of planning and research,

Peter Crowe.



’Planning is a neglected area of PR, unlike in the advertising industry

where an agency would automatically go to a specialist ad planner,’

added Crowe. ’Until recently many PR people saw a campaign as a linear

process, and we’re trying to encourage people to see it as

cyclical.’



Metrica spun off from its parent PR agency Portfolio Communications,

headed by Mark Westaby, two years ago.



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