WDMP lands social research brief

Britain’s largest independent social research organisation NatCen Social Research has appointed WDMP to conduct a strategic
review and creative update of its interviewee recruitment communications.
NatCen undertakes social research for organisations like government departments and public bodies, including charities and local authorities.
Survey participants are selected by a method known as ‘random probability sampling’ which sees individuals selected from lists (such as the Post Office’s list of addresses), ensuring NatCen gains an accurate and representative view of British society.
The communications strategies used to reach and inform survey participants remain a critical part of NatCen’s approach and are a major driver in securing responses. Prior to being personally interviewed by one of NatCen’s trained representatives, all selected participants receive advanced mailers detailing information about the survey, how they have been selected and outlining the interview process.
WDMP will be responsible for conducting a full audit of all communications, including survey collateral, direct mailers and interviewer material. The agency will then develop solutions to improve response rates and reduce the time it takes for NatCen interviewers to attain responses.
NatCen Social Research project director for brand implementation Mel Taylor said: “We have partnered with WDMP because it clearly demonstrates an understanding of our organisation and its accompanying challenges. It has proved it has the strategic and creative skill-set to make an immediate and positive impact on the effectiveness of our social research projects and we look forward to working with them.”
WDMP chief executive Gavin Wheeler (pictured) added: “NatCen Social Research operates in a demanding sector that is constantly evolving. We look forward to making a positive impact on the important work they undertake”
The agency will initially work on the Health Survey for England 2013, an annual survey designed to measure health and health-related behaviours in adults and children across England.

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