WPP agencies link up for politicians and public survey

by Staff, Brand Republic 09-Jul-07, 10:30

LONDON - WPP Group's business-to-business research firm BPRI and market research company BMRB have teamed up to launch a new service combining the views of MPs and the public.

The joint initiative combines data from BMRB's face-to-face omnibus survey with BPRI's political opinion panel, for the first time allowing clients the chance to quiz the public and politicians at the same time.

Steve Cooke, marketing director BMRB, said: "For the first time, organisations can simultaneously compare public opinion with political opinion. For example, organisations will be able to evaluate how well they are getting their message across to parliamentarians and the general public alike."

Cara Berry, managing director of BPRI, said: "Looking at the data together gives us insight into how much the general public drives concern around issues and how much it is driven by a political agenda."

The BMRB face-to-face omnibus involves weekly in -home interviews with 2,000 adults and monthly interviews with 1,000 children and teenagers. Meanwhile, the BPRI panel involves 160 MPs selected to reflect a broad demographic.