"The benefit to advertisers will be immense. For the first time one data source will guarantee a targeted reach to 15% of the population direct, with a message or product proposition that meets known interests. For traditional advertisers this amounts to a real alternative to above-the-line, with the powerful bonus of being able to measure impact on their brand's market share. Heinz will not be the only big-brand name to discover the bottom-line benefits of targeted marketing," says ICD Chief Executive Lionel Thain.
Detailed data on consumer profiles, habits, interests and purchasing behavior will be collect from a questionnaire personally addressed to 24 million homes. "Each survey distribution will return a 15% sample of the population. Over the two years, 10 million survey responses will provide a truly representative knowledge bank, for insight into attitudes to politics, religion, or health, and consumer needs and preference for cars, personal finance, travel, shopping, leisure and home interests," says Thain.
ICD says this single source of lifestyle data will be able to prove prospect records to meet the needs of large volume mailers. Database users will be able to cut down dramatically on expensive merge purge bills, the company says.
More than 3.5 million people responded to the ICD's initial national lifestyle survey mailed in September.
Copyright December 1996, Crain Communications Inc.