LONDON LITE

Associated Newspapers asked Crowd DNA to uncover more information on the lives of its readers, paying particular attention to what they do after work. Though the readership’s activities during the morning are very well understood, their post-work behaviour is less well documented.

We decided to use Twitter as an SMS client, tasking participants to send live updates and images covering their social lives during the working week. At the end of the process, which ran for two consecutive weeks, all participants took part in a depth interview for a more detailed exploration of the themes that arose from their messages. Some respondents were then filmed to create additional content for use in Associated’s sales presentations.

We gained a strong idea of the role that content (including advertising) plays in their after-work lives; also of what a city as vast and multi-dimensional as London means in terms of attitudes to brand choices and communications.

"Crowd DNA executed an innovative research project that delivered in terms of engaging content and high-visual impact, which was agreed as a crucial project element from the outset. The team instantly got to grips with our business goals and ambitions, which created immediate rapport and confidence. After working with Crowd DNA for the first time they are now firmly in my sights of research agencies to use in future."

(Andrew Murphy, Senior Research Executive, Associated Newspapers)