Carat Launches Project Britain Research Study
Carat has announced plans to invest in a long-term research project designed to provide advertisers with a complete picture of the UK consumer landscape.
Over the next few years the agency plans to invest a six-figure sum in the Project Britain initiative, which aims to provide clients with a composite understanding of modern British life via a series of individual micro studies called ‘pixels’.
The wide-ranging initiative will launch in the next few weeks with the publication of ‘pixel one’, a multimedia research paper that Carat claims will tackle how to communicate with consumers through a new approach to generational marketing.
A number of pixels, planned on a range of different subjects, will be published quarterly over the course of the next few years. They will make use of Carat’s entire research facility including bespoke quantitative research, focus groups and up-to-date segmentation of the UK population.
The Project Britain research team will be made up of representatives from across the Carat network under the leadership of strategy director John Coll. Other members include Steve Hobbs who will handle media planning and buying; Philip Reddaway, who will tackle communications planning; and Steven Yeomans, who be responsible for communications strategy.
Commenting on the initiative, John Coll said: “British consumers are complex and often don’t comfortably fit into the boxes that marketers define for them. To create a deeper understanding of their character we have devised an unusual, multi-faceted approach to investigating them.”
Carat’s managing director, Colin Mills, added: “We want to provide our clients with new, accessible ideas and ways of looking at consumers, brands and markets. This project is designed to make the most of our considerable research resources and communications expertise to stimulate our own thinking and create debate throughout the industry.”
Speaking at this year’s Media Research Group conference in Madrid recently, Antony Young, chief executive of ZenithOptimedia, said the industry needs to let go of the “comfort blanket” of quantitative research and instead concentrate on delivering more insightful quantitative data (see ZenithOptimedia Chief Outlines Qualitative Research Vision).
Carat: 020 7405 1050 www.carat.com
Recent Research Stories from NewsLine Media Research Group Conference Kicks Off In Madrid ZenithOptimedia Chief Outlines Qualitative Research Vision Sky Introduces New Products At MRG Conference
Subscribers can access ten years of media news and analysis in the Archive