Enhancing best practice by linking research to other data sources

The success of social policy depends increasingly on its effective communication to the relevant target group. Policies developed in isolation from the mindset of their intended audience begin with a major disadvantage and may cost more to implement in the long term.

It is no surprise then, particularly given the increasing presence of media and communication professionals in government departments, that research programmes continue to seek ever richer data to ensure better decision making in this area.

One of the most cost-effective and enriching measures which can be taken is to create or develop links with a source such as BMRB's Target Group Index (TGI). As the favoured tool of the media and communications industry for nearly 40 years - with a representative annual sample of 24,000 adults across Britain - TGI offers a broad yet detailed insight into consumer behaviour, lifestyle, household type and social attitudes, at marginal cost to large projects.

We offer a range of relevant linking options, from the pragmatic to the highly robust using discriminant analysis and statistical data fusion techniques on respondent level data. We offer free advice on how to make your research more "linkable" and once the link has been achieved, the benefits include:

• Access to up to 35,000 additional profiling variables
• Ensure policy and communications are planned with 360 degree understanding of lifestyle, experience and mindset
• Identification of motivational drivers (e.g. particularly for those with low involvement in the subject in question, alternative levers can be found)
• Identification of other brand partners for specific communications
• Inform decisions on communications tone and message style (informative, fun, authoritative, shocking, irreverent etc)
• Able to use the common language and currency status of TGI to ‘sell’ findings to commercial partners and their communications agencies
• Ability to conduct detailed media planning

This service is available to all departments and agencies whether or not they use BMRB for the research project, or subscribe to TGI. To date we have worked for DfT, DEFRA, DH, DCSF and the Arts Council on very successful projects.

Contact

Graham Kelly (BMRB Social) 020 8433 4449, Email Graham
Sandy Livingstone (TGI) 020 8433 4090, Email Sandy