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,
’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
Metrica spun off from its parent PR agency Portfolio Communications,
headed by Mark Westaby, two years ago.