Type of Project To establish consumers travel patterns in a defined area.

Client Need To assess consumer potential for media exposure, in order to develop different advertising strategies and sales models.

Our Approach This was ground breaking research where classical questioning techniques were employed alongside virtual mapping of trips made by respondents.   To accurately reflect travel patterns  a rigorous sample design was essential - not only geographically and demographically but also representative of trip taking - so shifts were allocated equally over all days of the week and at different times of the day. The data collation was complex and unusual so all interviewers were personally briefed and trained on the virtual software.