MW links up with OMD UK for Snapshots media poll

OMD UK is launching a rapid response online research tool, Snapshots, which surveys 2,500 Internet users every week: one of the largest Internet surveys in the UK.

Marketing Week is working in partnership with OMD UK to launch a new monthly section, Media Poll, based on the results of exclusive questions included in the survey. The first Media Poll looks at TV quiz shows.

Snapshots is conducted via e-mail and carries about ten questions a week. The panel of 2,500 is representative of the UK online population. Recruitment and data processing are handled by Continental Research and data collection is handled by Syclick.

The scale of the project puts it in the same league as British Business Survey and the NOP Internet User Survey.

The survey is sent out on a Tuesday, the data is processed by Continental Research on Sunday, with full results available on Monday.

OMD UK is able to monitor participants’ replies as they are sent back. The real-time results give top-line data through the week.

The survey will be offered to both existing and potential OMD UK clients. It can be used to inform the media-planning process, to fine-tune media strategy, to check that a live campaign is working, to gain insight into how consumers view a product or company and to learn more about how consumers interact with media and advertising.

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