Channel Trends Headlines April 2010

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Analysis of trends in consumer receipt, response and acceptance of marketing channels from March 2008 to April 2010.

Analysis of trends in consumer receipt, response and acceptance of marketing channels from March 2008 to April 2010.

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  • 1. The British Marketing Survey Report on MARKETING CHANNEL TRENDS (Headlines) APRIL 2010 Trends in Response, Acceptance, Receipt and Future Response Benchmark Indices and League Tables Period :- March 2008 / April 2010 1 of 8 © April 20 10 The British Population S urvey : The British Marketi ng Survey (Dat aTalk Resea rch Ltd)
  • 2. The objective of t h is Da t as he et is t o pr o vid e an o v er vi ew of t he tr e nd s i n c on s um er s ’ r e lat io n shi ps wit h m ar k et in g c o m mu n ic at ion s . It r e pr es en t s th e t op lev e l of inf or m at io n w h ic h i s pr o v ide d b y T h e B r it is h M ar k et ing S ur ve y. T hr ee le v e ls o f i nf or m at ion ar e a va il ab le: 1) B en c h ma r k In di ces an d Lea g ue T ab le s ( t h is do c u me nt ) pr o v id e s tr en d ed da ta f or t he o ver al l r e s pon s e, r ece i pt , f ut ur e in te nt io n to re sp o nd an d a c c e pt an c e of an y m ar k et in g c h an n e l. F r ee 2) De ta il ed Tr e nd s is a d at as he et s et t in g out t h e tr e nd s fo r eac h o n e of t h e 16 in di v id u al m ar k et in g c h an n e ls in bo t h ind ex ed a nd s tr aigh t f or m a t s. A v a il ab le a s a d ow n lo a d fr o m w w w .the bp s. c o. u k /r epor t s Pr ic e £ 25 plu s V A T ( r ef un dab l e ag a in st t he pur c ha s e pr i ce of t he f u ll y a na l ys ab le d at a) 3) F u ll y an a l ys a bl e dat a. T he da t ash e et s ab o ve ar e e xtr ac t s fr om Th e Br it i s h M ark et i ng S ur ve y. Th e c o m ple te dat ab as e i s a v aila ble in a f ul l y a n a l ys a bl e f or m at com pl et e w it h: • In d iv idu al lev e l dat a o n Res p ons e , Re c e ipt, A c c ep ta nc e a nd I n te nt ion t o R esp o nd to 1 6 in d ivid ua l mar k e tin g c han n el s ( plu s an y r e c en t a d d it ion s) . • In d iv idu al lev e l dat a o n r e c eip t a nd a c c e pt an ce of m ar k et ing c om mu ni c at ion s fr om 21 diff er ent i n du s tr y s e ct or s . • In d iv idu al lev e l dat a o n int e nt i on t o p ur c ha s e fr o m 1 9 i n di vid ual in dus tr y s e c tor s . • In d iv idu al lev e l dat a o n lik el ih oo d o f im pr o v e me nt or w or sen ing o f per s o n al fi n an c ia l c ir c u m st a nce s. • Co m pr e hen s iv e d em og r aph i c in for m at ion – 6 9 q ue s t io n s a nd o ver 370 r e s pon s e c at e gor i es i n c lu di ng inf or m at i on on in te rn et a c ce s s an d u s e, dur a bl es ow n ed, new s pa p er s r e ad , m a in s u per m ar k et s us e d e tc . T he da t a i s pr ov ide d w it h in our ow n s o ftw ar e w h ich a ll ow s a n al ys is b y a n y v ar i able a n d t he bu ild in g o f c o mp le x f il t er s to dr il l d ow n t o t ar ge t s egm ent s . C har t s an d t ab le s c an b e e asi l y e xp or te d t o P ower P oin t, E x c el, W or d et c . F ul l de t ails an d a f r ee dow nlo ad of t he en t ir e 2 008 d ata ca n be f ou nd at w w w .the bp s. c o. u k . T he up t o dat e d at a ( c om p let e w it h a ll ba ck da t a) c an be dow n lo aded at a pr i c e o f £ 250 ( le s s £2 5 if t he da ta s h ee t h a s b ee n p ur c ha s ed) . This headline report is split into tw o sections: 1. The Benchmark Indices – Indexed trend charts show ing the movement in the number of people w ho: a) Re s p on d ed t o o n e or m or e m ar k et in g c ha n ne l ‘dur i ng th e la st f ew w eek s ’ b) Re c e ive d m ar k et i ng f r om on e or m or e c h an n e ls ‘dur in g th e l as t f e w week s ’ c) W illi ng to r e spo nd t o one or m or e o f t he c han ne ls in t h e fu tu re d) F ind on e or mor e o f th e c h an n els a c ce pt a b le f or r ec e iv in g m ark et ing inf or ma t io n 2. League Tables – The percentage of the population w ho: a) Ha v e r es p on ded t o ea c h c h an n el ‘d ur ing t he l as t f ew we ek s ’ b) Ha v e r ec e ive d m ar k et ing fr om ea ch c han ne l ‘dur in g t h e l as t f ew we ek s ’ c) A r e w il li ng t o r e s pon d to ea c h c h an n el in t h e f ut ur e d) F ind ea c h c h ann e l a c c ept ab le fo r r ece iv i n g m ar k et in g inf or m at ion 2 of 8 © April 20 10 The British Population S urvey : The British Marketi ng Survey (Dat aTalk Resea rch Ltd)
  • 3. Section 1 – The Benchmark Indices Marketing Responsivity Index Ba s e - r e s p on s e s t o t he qu e st io n “ Ha v e y ou r e s po n d ed t o, r e que s t ed in f or m at ion fr o m , or m ad e p ur c ha s es as a r e sul t of , a n y of th e s e in th e la st f e w w ee k s ? ” Ca lc ul at i on - t h e tot al n um ber o f r es po n de n t s w ho an sw er “ Ye s , I ha v e” t o one or m ore of t h e 17 c om m uni c ati o n c h an ne ls c o ver ed, M ea su re s - th e d egr e e of c ur r e nt po p ula t io n ‘e ng a gem ent ’ in s o m e w a y w it h m ar k et in g c om m uni c ati o n. L at est - in A pr il 201 0 t he I nd ex s t oo d a t 89. 5, a g ain s t th e b a s e of 10 0 a t M a y 200 8. Source - BMS MARKETING RESPONSIVITY INDEX Mar 08 - Apr 10. to April 2010 26,020 respondents 100 95 90 85 80 75 70 May May Mar Mar Jun Oct Jan Jun Oct Jan Nov Dec Nov Dec Jul Aug Sep Feb Jul Aug Sep Feb Apr Apr T h is ind e x m e asu r e s t he c ha n ge s in t he p er c en t age o f th e pop u lat ion w ho ha v e re c e nt l y r e spo n ded to m ar k et in g. I t i s b as ed on a t hr e e m o nth r o ll in g a ve r ag e c o mm e n c in g w it h d at a c a pt ur ed in M ar c h 20 0 8. T h e tr e n d c lear l y de m on s tr at es the e ff e ct of t he eco n om ic d ow nt ur n a nd illu st r a te s t h e e xt e nt t o w hic h th e o v er a ll r esp ons i v e ne s s o f t he po p u la t io n ha s r e c o ver e d. Th e Apr il 2 0 10 ind e x st a n ds at 89 . 5 me a ning t ha t t he nu m be r of pe op le w ho ha v e r e s p on d ed t o m ar k eting in t h e t hr ee m o nt h s t o A pr il is 8 9. 5 % o f t he equ iv a le n t M a y 200 8 le v e l. A t t he low po in t of i n S ept e mb er 20 09 t he i nd e x st o o d at 72 .4 m e a nin g t ha t l es s t ha n t hr ee q uar t er s of t h e n um b er of pe opl e w er e r esp o n ding t o m ar k et in g t ha n a t th e beg i nn ing of 2 008 - b efor e t h e p hr as e ‘C re d it Cr un c h’ b ec am e p art of t he v o ca b ular y. T h e b ig q u est io n t o p o nder a t th is p o int is – w ill we s e e th e s a m e c yc l ic a l p a tt er n of t h e la st co u ple of yea r s, or ar e w e abo ut t o w it n e s s a s e a- ch a nge f o ll owi ng th e e le ct ion w hi c h w ill k nock it o ut of t he u s ual c yc le ? W hils t lo ok in g at t he o v er al l r e s pon s e t o m ar k eti ng i s us ef u l i n un c o ver i n g t he g ener al c o nt ext of th e m ar k et , th e r e a l v a lue li e s in u nder s t an d ing t h e t re n d s for ea c h in di vid ual ch an ne l. T hi s i nf or ma t ion i s con ta in ed in t h e ful l d at a M ar k eti ng C h ann e l Tr en d s R ep or t a vai la ble a t w w w .the bp s . co . uk /r ep or t s 3 of 8 © April 20 10 The British Population S urvey : The British Marketi ng Survey (Dat aTalk Resea rch Ltd)
  • 4. Marketing Receipt Index Ba s e - r e s p on s e s t o t he qu e st io n “ W h ich o f t he f ol lo w in g t yp es o f m ar ke t in g h ave y ou se en, o r r ece iv ed , d ur in g t he la s t f e w we ek s ? ” Ca lc ul at i on - t h e tot al n um ber o f r es po n de n t s w ho an sw er “ Ye s , I ha v e se en, or r ece i v ed” to one or m or e of t he 17 c om mu n ic at ion c han nel s c o ver e d, M ea su re s – t h e d egr e e t o w h ic h th e p op u lat ion hav e r e c ent l y bee n in r e c ei pt of a n y ma r k et ing c om m uni c ati o n. L at est - in A pr il 201 0 t he I nd ex s t oo d a t 101 .6 , a ga i nst t he ba s e o f 1 0 0 at M a y 20 08 . Source - BMS MARKETING RECEIPT INDEX Mar 08 - Apr 10. to April 2010 26,020 respondents 110 105 100 May May Mar Mar Jun Jan Jun Jan Oct Oct Nov Dec Nov Dec Jul Jul Aug Sep Feb Aug Sep Feb Apr Apr T h is ind e x m e as ur e s t he c ha n ge s in t he p er c en t age o f th e pop u lat ion w ho ha v e re c e nt l y r e cei v ed m ar k et in g c o m mu n ic at ion fr o m o ne o r mo r e c han nel s . It i s bas e d on a t hr e e m ont h r o lling a v er ag e c om m en ci ng w it h d at a c apt ur ed i n Ma r ch 2 0 08 . T h is ind e x do e s n ot m eas ur e th e vo l um e o f m ar k et ing r e c ei ved b u t t h e num b er of pe o p le w ho r e ca ll ha v in g r ec eiv e d it. I n t hi s w a y it i s no t n e ce s s ar i l y a m ea s ur e of m ar k et in g ac t i v it y b ut m or e a m ea s ur e of t he ef fe c t or im pa c t th a t th is a c t iv it y h as ha d. T h e d if fer e n ce in t h e s ha p e of t h e ind e x fr om 20 08 t o 200 9 gi v es an i nd ic at i on of h ow m u c h of a c on tr ast t her e w as in t he m ark e ti ng e n vir o nm en t o v e r the p er iod. W ha t t he in d ex do e s not t e ll yo u i s t he c ha nge i n t he m ak e up of t he m ar k et in g ac t iv it y that i s r ec a lled. It is d e sig ned t o pr ov id e t he ‘w ho le m ar k et ’ be n c hm ar k ag a in st w hi ch t he d egr e e to w hi c h in cr ea s e s or de c li ne s in t he im p ac t of i nd i v idua l c han ne l s c an b e jud ged a nd c o nt ext ua li se d. T h e fu l l M ar k et ing C ha nne l Tr e nd s Re p or t pr o v id es tr en d s f or ea ch in d ivid ua l ch a nne l so th at t h e c ha n ge in t h e m ak e up o f c h ann el r e ce ipt and r e c ogn it io n c an be und er s to o d. F or th os e w ho w ish to u n der s t an d w ho is r e ce iv ing and r e c ogn is i ng r e ce ipt of e ac h c ha nn e l a nd how th e y ar e c h ang ing , th e f ull da ta p r ov i des a c o mp let e d em ogr aph i c pi ct u r e. 4 of 8 © April 20 10 The British Population S urvey : The British Marketi ng Survey (Dat aTalk Resea rch Ltd)
  • 5. Marketing Future Responsivity Index Ba s e - r e s p on s e s t o t he qu e st io n “ Lo ok i ng ag ain at t he l ist , w ou ld y o u be pr ep ar ed t o r e s po n d to, re qu es t inf or m at io n f r o m, or m ak e pur c ha s e s f r o m, an y of t he s e in th e f ut ure ? ” Ca lc ul at i on - t h e tot al n um ber o f r es po n de n t s w ho an sw er “ Ye s I a m pr ep ar e d t o” f or o n e or m or e of t h e 17 c om m uni c at ion c ha n ne ls cov er ed, M ea su re s - t he d egr e e to wh ic h th e p op u lat ion ar e cu r r e ntl y d is p os ed t o r es p on d i n som e wa y t o an y m ar k e tin g c om m u ni ca t io n. L at est - in A pr il 201 0 t he I nd ex s t oo d a t 94. 3, a g ain s t th e b a s e of 10 0 a t M a y 200 8. Source - BMS MARKETING FUTURE RESPONSIVITY INDEX Mar 08 - Apr 10. to April 2010 26,020 respondents 105 100 95 90 85 May May Mar Mar Jun Jan Jun Jan Oct Oct Nov Dec Nov Dec Jul Jul Aug Sep Feb Aug Sep Feb Apr Apr T h is ind e x m e asu r e s t he c ha n ge s in t he p er c en t age o f th e pop u lat ion w ho ha v e not ne c es s ar il y r e ce ntl y r e spo nde d t o ma r k et in g c om mu ni c at ion fr o m one o r mo re c ha nne ls b u t w o ul d in t he f utur e. It is b a s ed on a thr e e mo n th r oll ing av er a ge c om m en ci ng w it h d at a c apt ur ed i n Ma r ch 2 0 08 . A s c an b e s een f ut ur e r e sp on s e s how s a d e gr ee of cor r e lat ion w ith a ct u al r esp o n se, a l be it at a ge n er all y hi gher le v e l. A ga in t h e c h an g e in t he ind i v id ua l c han nel s an d th e pr of il e of t he i nd iv i dua ls w ho w ill r es po nd t o e a c h c han n el pro v id e s a fa s c ina t in g in s ight int o t he c ha n gi ng c h ann e l l an d s c ape w hic h is em er g in g. 5 of 8 © April 20 10 The British Population S urvey : The British Marketi ng Survey (Dat aTalk Resea rch Ltd)
  • 6. Marketing Acceptability Index Ba s e - r e s p on s e s t o t he qu e st io n “ W h ich o f t he f ol lo w in g t yp es o f m ar ke t in g d o y ou r egar d as ‘a c c ept a ble t o r ec e ive ’? ” Ca lc ul at i on - t h e tot al n um ber o f r es po n de n t s w ho an sw er “ Ye s , it is a c c ep t ab l e to r e ce iv e” one o r m or e o f t he 17 co m m un ica t ion c h ann e ls c o v er ed , M ea su re s - t he d egr e e to wh ic h th e p op u lat ion c ur re n tl y f in d it a c c ept ab le to r ec ei v e a n y m ar k et ing c om m uni c ati o n. L at est - in A pr il 201 0 t he I nd ex s t oo d a t 104 .2 , a gai nst t he ba s e o f 1 0 0 at M a y 20 08 . Source - BMS MARKETING ACCEPTABILITY INDEX Mar 08 - Apr 10. to April 2010 26,020 respondents 115 110 105 100 May May Mar Mar Jun Oct Jan Jun Oct Jan Nov Dec Nov Dec Jul Jul Aug Sep Feb Aug Sep Feb Apr Apr T h is ind e x m e asu r e s t he c ha n ge s in t he p er c en t age o f th e pop u lat ion w ho fi nd i t a c cep ta b le t o r e ce iv e m ar k et ing c om mu ni c at ions fr o m one or m ore c ha nne ls . I t is b a s ed o n a t hr ee mo n th ro l ling a ver ag e c om m e n cin g w it h dat a c ap t ure d in Ma r ch 2 008 . A r gu a bl y, A c c e pt ab il it y i s t h e m o st in ter es ti ng m ea s ur e of a co n s um e r’ s r el at io ns hi p w it h a c om m uni c ati o n c h an ne l. It is int er e s t in g t o not e th a t t h e o v er al l t r e n d in ac c ep ta bi lit y h as be e n s l igh t l y up ov er t he per i od . T h is w o ul d s eem t o r e inf or c e the v i ew pu t f or war d b y s om e qua lit at i v e s tu di es w h ic h s u gge st t hat at t i me s of u nc er t a in t y p eop le d o w ant t o r e c ei ve in fo rm at io n. The inde x a ls o d em o ns tr at e s t he po s it i ve eff e c t on t h e over a ll le v el of ac c e pt abi li t y o f t he em er ge nc e of s om e o f th e new er ( a c ce pta b le) c han n els . H ow lo n g t hi s w ill la st r e m a in s t o b e s een a s c ha nn el s s u c h a s e m a il , w hic h ha s grow n s ign ifi c ant l y ov e r t he la s t tw o ye a r s , be c o m e mo r e sa t ur at ed an d, to a c er t a in e xt ent , ab u s ed b y la ck of t ar get i ng , r e le va nc e a nd a f a ilur e to giv e d u e r e c ogn it io n to ac c e pt a bilit y. A s it b e com es har d er an d h ar der t o m e a sur e r e s pon s e an d at tr ib ut e it t o a n y par t ic u l ar c ha nne l it is e ve n m or e i m por ta n t t o u nd er st a nd w h ic h c h an n e ls pe o p le f i nd a c c ept ab le a nd, t her ef or e , ar e mor e l ik el y t o b e af f ec t ed b y. I f a ch a nn e l i s a c c ept a ble t o an i nd iv i dua l t he n it is m or e lik e l y t o s t im u l at e an a ct ion w het he r t hi s is t o s e ar c h f or m or e inf or ma t io n, s eek o u t adv i c e or r e v iew s , or go t o a s it e s u ch a s A ma zo n and b u y i t. A l l o f th e s e a ct i on s ar e po s it ive bu t v er y d if f i c ult t o tr a ck , s o un d er st a ndi ng w h ic h c ha nne ls a r e m o s t a c cept a ble t o a t ar g e t gr ou p be co m e s e v en m or e i mp or ta nt . E q ua ll y u n d er st a ndi ng th e c h an n e ls w hic h a t ar ge t gr ou p d o no t f ind a c c e pt ab le c an no t on l y s a v e w as t ed c o m m un ic at i on s pe nd, b ut al so r ed u c e the p ot e nt i al f or br a nd da m ag e. T h e de t ails of t he tr e nd s for ea c h i nd i vid ua l c ha n n el ar e co n tai ne d in t he f u ll M ar k et ing Ch a nn e l Tr end s R e po r t , an d d e mo gr a ph ic pr ofi le s c a n be a nal ys ed b y d own loa d ing t he fu ll d at a. 6 of 8 © April 20 10 The British Population S urvey : The British Marketi ng Survey (Dat aTalk Resea rch Ltd)
  • 7. SECTION 2 - Actual Percentage League Tables. April 2010. Th i s s ect io n i s NO T b ase d o n t h e Ind ex n u mb er s, b u t o n th e act u al p er c en t ag es o f t he p op ul at ion in ea ch c ase . T he y a re b a se d o n t h e t h re e mon t h s t o Ap r il 2 0 10, an d h el p t o p ut t h e I nd i ce s int o p e rsp ect i ve . . Source - BMS Feb 10 - Apr 10. RECEIVED 2,980 respondents RESPONDED LEAFLETS - DOOR LEAFLETS - DOOR LEAFLETS - PAPERS / MAGS TV TV NEWSPAPER / MAGAZINE ADVERTS MAIL - HOUSEHOLDER EMAIL (NET) NEWSPAPER / MAGAZINE ADVERTS INTERNET MAIL BY NAME - CO'S DEALT WITH LEAFLETS - PAPERS / MAGS MAIL BY NAME - CO'S NOT DEALT WITH MAIL BY NAME - CO'S DEALT WITH POSTERS CUSTOMER 'MAGAZINES' INTERNET MAIL - HOUSEHOLDER TELEPHONE MAIL BY NAME - CO'S NOT DEALT WITH EMAIL (NET) RADIO RADIO LEAFLETS/SAMPLES - SHOPS CUSTOMER 'MAGAZINES' POSTERS LEAFLETS/SAMPLES - STREET SMS LEAFLETS/SAMPLES - SHOPS TELEPHONE Source - BMS SMS LEAFLETS/SAMPLES - STREET Feb 10 - Apr 10. 2,980 respondents 0 10 20 30 40 50 60 70 80 90 100 0 1 2 3 4 5 6 7 8 9 10 FUTURE RESPONSES ACCEPTABILITY TV TV NEWSPAPER / MAGAZINE ADVERTS NEWSPAPER / MAGAZINE ADVERTS LEAFLETS - DOOR POSTERS EMAIL (NET) RADIO MAIL BY NAME - CO'S DEALT WITH LEAFLETS - DOOR INTERNET LEAFLETS - PAPERS / MAGS RADIO MAIL BY NAME - CO'S DEALT WITH CUSTOMER 'MAGAZINES' INTERNET LEAFLETS - PAPERS / MAGS CUSTOMER 'MAGAZINES' POSTERS EMAIL (NET) LEAFLETS/SAMPLES - SHOPS LEAFLETS/SAMPLES - SHOPS LEAFLETS/SAMPLES - STREET LEAFLETS/SAMPLES - STREET MAIL BY NAME - CO'S NOT DEALT WITH MAIL - HOUSEHOLDER MAIL - HOUSEHOLDER MAIL BY NAME - CO'S NOT DEALT WITH SMS SMS Source - BMS TELEPHONE Source - BMS TELEPHONE Feb 10 - Apr 10. Feb 10 - Apr 10. 2,980 respondents 0 2 4 6 8 10 12 14 16 18 20 2,980 respondents 0 5 10 15 20 25 30 35 40 45 50 T he se c har t s s how , i n ab s ol ut e t e r m s, t he p e r ce nt a g e of t he p op ula t io n ( 1 5+ ) w ho ha ve r e ce iv e d ; r e sp o nd e d t o; a r e l i ke l y t o r es po n d t o; a nd f i nd it a c ce p t a b l e t o r e c e iv e , ma r ke t i ng v ia e a c h i nd i vi d ua l c ha n ne l. B y c om p a r i n g t he se ‘h i e r a r c hi e s ’ i t i s p os s ib l e t o ga i n a n und e r st a nd i ng of w h ic h c ha n ne l s a r e s how i n g sig n s of b e i ng o ve r a nd u nd e r u se d . F or e xam p le if a cha nne l i s hi g he r i n t e rm s of r e ce ip t t ha n r e s p o ns e , f ut ure r e sp o ns e a nd a c c e p ta n ce t he n it s h ou ld pr o v ok e f ur t he r i n ve st i g a t i on a s t o w he t he r , f or a g i ve n t a r g e t m a r ke t , t ha t c ha nne l i s a p p r opr i at e , a n d m a y s ug g e st t e s t i n g a d if f e r e nt c ha n ne l m ix. A ga i n a c c e p t a b ili t y i s a ke y e le me nt , i f a t a r g et se g me nt s co r e s l o w i n a c c e pt a b i li t y of a cha nne l, l ow i n r e sp o ns e a nd l ow i n fu t u re r e s p o ns e t he n u se of t ha t c ha nn e l c ou ld b e ca us i ng b r a nd d a ma g e t ha t a b r a nd t r a c ki ng s t ud y ( w i t h i t’ s l ow sa m p le s ize ) w ou ld n ev e r p i c k up . 7 of 8 © April 20 10 The British Population S urvey : The British Marketi ng Survey (Dat aTalk Resea rch Ltd)
  • 8. Afterthoughts - and then there was an Election……… W it h a l l f our ma in In di c es tur n ing dow nw ard s o v er t he las t c oup le of m o nt h s, t h er e is a b ig qu es t io n to b e p ond er ed – ‘ I s th is t he s tar t o f th e c yc lic a l dow n ph a se s ee n in t he pa s t c o up le of year s ? ’ If on e w a s a de d ica t ed ‘ c h ar t i s t’ it w ou ld b e s ign i fi c ant t o n ot e t ha t t he ma in Re s p on siv i t y I nd ex ha s peak ed t hi s ye ar i n F e br uar y ( 93 .3 ) , e x act l y a s it pe ak ed in F ebr u ar y ( 9 5 .0) las t yea r . T he w or r y w ou ld h a v e to b e th a t la st ye ar t he d o wntur n in to Mar c h w a s j us t t he s t ar t o f a s e v en mo nt h l on g d ec lin e in t he in de x fr o m t hat p e ak of 9 5. 0 in Fe br ua r y r igh t d ow n t o 72 . 4 i n S ept em ber . It is p o s s ib le t h at t he po li tic a l a nd eco n om ic i nf l u en c e s t h is s pr in g w ill cr eat e a d if f er e nt en v ir o nm e nt a l ba ck gr oun d wh i ch co u ld k n ock an y c yc l ic a l tr e nd s fo r six t hi s ye ar , bu t w il l t ha t b e a po s it i ve or a n eg at iv e bo os t ? O n e c lue ma y lie in t he c h ang e s in t he nu m ber of p eop le w ho t h i nk th at t h e ir fi na n cia l s i tu at i on i s goi ng to im pr o v e ( w e s t ar te d t o as k t hi s in J an uar y 2 01 0) . I t st ar te d i n J an u ar y a t 16 . 6 %, b ut b y A pr il ( p ar t w a y t hr ou g h t h e E le ct io n C am pa ig n) t h is w a s d ow n a li tt le to 14 . 9 %. T h e ne x t w a ve of i nt er v i ew s i s s c hed ule d t o c om m e nce o n e we ek a ft er E le ct ion D a y, s o w e ar e c er t a in t h at t h e f ig ur e s e m er gi ng at t h at p oi nt w il l pr o v ide a f a s c in at ing in s ig ht in to t h e l ik el y m ov e m en t s to c om e . CI NE M A AD V ER T I S IN G T o k eep t h e S ur v e y ‘l iv e ’ an d m o v ing f orw ar d, w e ad d ed a not her c han nel t o t he ma in li st in M ar c h – Ci nem a Ad v er tis i ng. I t wi ll ob v i ou sl y be s om e c o nsi der abl e t im e b e for e w e c an ad d t h is c ha nne l i nt o t he M RI da ta s hee t s ( n ot t he l ea s t b e c aus e th e y ar e t hr e e m ont h r o lli ng a v er ag e s) , but t he d at a i s n ow inc l ude d on a ll upd at e s s o t ha t yo u c a n i m m e d ia t el y s t ar t to an al ys e the d at a on a mo n th b y m on th b a s is a gai ns t a l l t he ot her d at a in t he S ur ve y. W e hop e t ha t th is se r ie s of c har t s w ill pr o v id e a u s ef u l i nd ic at or o f how c o n su m er s ’ r el at ion s hi p w it h ma rk et ing c o m m un ica t ion s i s mo v ing . T h e B r it is h M ar k et ing S ur ve y M a y 20 1 0. The British M arketing S urvey T h is s tu d y c on du c t s 1, 00 0 f a ce- t o- f a c e int er v i ew s p er m o nt h w it h a na t ion a ll y r epr es e nt at iv e s am p l e of t h e a du lt po pu lat io n, a nd i s c on du ct ed a s p art of T he B r i tis h P o pul a tio n S ur v e y. T h is d at ash e et is b a sed o n 4 k e y q ue s t io ns f r om th e S ur v e y:- 1 W hich co m m un ic at i on s c h ann e ls h a ve b e e n r e ce iv e d in th e l a s t fe w week s 2 W hich ch a nn e ls h a v e be e n r e s pon de d t o i n t he las t f ew w eek s 3 W hich ch a nn e ls ar e ac c ep t abl e t o r e ce iv e 4 W hich ch a nn e ls ar e in ter v i ew e e s pr ep ar ed t o r es po n d t o in f ut ur e c o ver in g 18 c om m unic at i on c ha nne ls , an d 21 i ndu s tr y s ec t or s . I n th e p er i od M ar c h 200 8 t o A pr il 20 1 0, o n w h ich t h is d a tas h ee t is b a s ed , t he s ur ve y c o n d uct e d 26, 0 20 f a c e t o f a c e int er v iew s . What are the Indices? T e c hn ic a ll y – 3 m ont h r o ll in g av er a ge tr e n d l ine s ba s e d on M a y 2 0 0 8 = 1 00. B asi c al l y, w e a dd to g e ther t he mo s t r e c en t t hr e e m o nt h s o f r e s po n s es ea ch m o nt h, an d d ivi d e t he r e s ult b y thr ee t o g iv e th e ‘m o v in g a v er ag e’ e ach mo nt h . Th is t ec hn iq ue gi v es a st a b le lon g te rm lo ok at m o v e me nt s wi th out c l ou d in g t he v iew w it h v er y s h or t ter m fl u c tuat i on s fr o m o n e mo nth t o a not her . T o as s i st in t h e c o mp ar i s on o f t he di ff er en t tr en d l in e s, w e the n b as e a ll th e m o v in g a ver ag e s t o t h e f ir s t p lot ( w h ich w as in M a y 200 8) , w hi c h w e a d ju s t t o 1 00. T he r e su lti ng i nd i c es t her ef or e n ot on l y gi ve a s i mp le v is u a l r ep re s e nt at ion of cu r r e nt tr en d s , but al s o qu a nt i f y th e c ur r e nt r es po ns e s i n c o m par is o n to w he r e t he y w er e at t he st ar t of t h e c har ts . T h is a lso f a c il it at e s t h e c o mp ar is on of t he ind ice s b e tw ee n t he diff er en t c ha nn els , a s i t cr ea t es a u n if or m ba s e for al l t h e ind ic e s s how n in t he f u ll da t a she et w h ich is a v ail ab le f or pur c ha s e f r o m w w w .th eb p s . co .uk . 8 of 8 © April 20 10 The British Population S urvey : The British Marketi ng Survey (Dat aTalk Resea rch Ltd)