Optimedia to study general election effects

Optimedia is tracking the effects of the general election on consumers’ media consumption and looking at how attitudes change, pre- and post-election.

Particular emphasis will be put on spending trends affecting holidays, moving house and buying white or brown goods.

The company is using InTouch, a qualitative panel based on psychographic groups derived from the target group index (TGI). Optimedia managing director Simon Mathews says the election is having an huge impact on media consumption and could seriously affect attitudes.

The agency is particularly interested in the buying of high-ticket items and is measuring any shifts in consumer confidence.

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