Metrica launches ConsumerPulse PR planning tool

Media analysis and research ag-ency Metrica is launching a planning tool this summer to help agencies target consumer groups with greater accuracy.

Media analysis and research ag-ency Metrica is launching a

planning tool this summer to help agencies target consumer groups with

greater accuracy.



ConsumerPulse is produced by Peter Crowe. It is the first in what the

company hopes will be a range of products aimed at enabling PROs to make

judgements about consumers based on only limited knowledge.



A six-monthly survey of 1,000 people’s consumer choices will be used to

plot consumer trends on a regularly updated CD-ROM.



The product is less sophisticated than the British Market Research

Bureau’s TGI Lifestyle, often used by major advertising agencies in

planning work.



Metrica MD Mark Westaby said ’In advertising they make decisions about

how to spend millions of pounds, but in PR the emphasis is on making the

system easier to use.’



Every six months an updated CD is sent to subscribers - who pay between

pounds 500 and pounds 3,000 per year - with the latest consumer

lifestyle data and a searchable archive to spot trends as they

develop.



’It is not going to tell you if a consumer is likely to read the Mail or

the Express but it would say they read a mid-market tabloid,’ said

Westaby.



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