Acxiom is going back to basics by rolling out an incentivised survey to 8 million UK households that uses a door-drop to drive uparket consumers to an online lifestyle questionnaire.
The survey is being launched in partnership with postal services operator TNT Post. As a reward for filling in the questions online, consumers will receive a bag of Thornton’s chocolates. TNT Post is handling delivery and fulfilment for the campaign.
Back in the Nineties, postal and telephone lifestyle questionnaires were the mainstay of data-capture practice, although online schemes have largely replaced this technique.
Householders will receive a door-drop prompting them to log on to www.surveystoday.co.uk to complete the survey securely online, in return for a unique code as proof of survey completion for TNT Post to deliver the chocolates.
The door-drop will initially be delivered to 1.8 million homes across the UK, chosen from among a total of 8 million affluent AB households selected using Acxiom’s Personicx customer segmentation solution.
The survey will run alongside Acxiom’s existing online and paper-based questionnaires to bolster the company’s data, which it claims covers 97% of the UK. Bespoke questions are available to sponsors on all the formats.
Acxiom vice president Europe customer information products Steve Burden said: “The premium survey is a cost-effective way of adding new consumers to our existing database. The mechanism of offline to online enables us to reach more affluent consumers who are responsive to both direct mail and online channels with the added integrity of response generated by receiving instant reward. Affluent urban householders are a key target market for many brands and we believe they will want to take advantage of this fresh data.”
Lifestyle surveys? Is there anyone left who hasn’t filled in one of these things?
is that an offer Jen? what do you need to know?