Northcliffe first customer for Kantar regional readership research

Northcliffe: first to use Kantar Media's new data collection methodology
Northcliffe: first to use Kantar Media's new data collection methodology

Kantar Media is running the first major readership study to use a new JICREG-accredited approach to regional readership data collection, for Northcliffe Media.

The new solution incorporates telephone interviewing and offers a saving to regional publishers conducting their regular readership research.

It was introduced following a parallel test with the more traditional face-to-face methodology.

Roger Holland, JICREG chief executive, said: "The new approach was rigorously tested by JICREG, and we were reassured by the quality of the sample and similarity in results of this new approach to face-to-face interviewing.

"The opportunity to choose methodologies and the predicted associated cost savings may enable more publishers to commission JICREG research."

The study also links local readership figures to Kantar Media’s on-going consumer study, Target Group Index (TGI), for the first time.

Sally Hubbard, account manager for Northcliffe within the strategic insight team at A & N Media, said of the new project: "We have been impressed with the consistency of the new data and the creation of a single local TGI database, incorporating local readership and the full breadth of TGI data, will make a real difference to the data’s commercial and strategic value to the business.

"The fact that we have been able to do this for significantly less than our last research made for a particularly compelling proposition."

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