Methodology

In September 2002 APA and Royal Mail commissioned research agency Millward Brown to update the findings of a unique study first conducted by Millward Brown in 1999. The objectives of the study were to establish whether customer magazines are effective at building and retaining loyalty, and to track any changes in attitudes since 1999.

To provide a consistent methodology with the 1999 study the research was conducted via Computer Aided Telephone Interviewing (CATI). A total of 700 interviews were conducted amongst readers and non-readers of customer magazines. The sample was split into three groups: consumer readers (400), business readers (150) and a control group of non-readers (150, split between business and consumer).

Whilst the survey was streamlined from the 1999 study and there was no requirement to obtain data for specific market sectors, for comparability Millward Brown ensured that the sample covered a broad range of sectors (retail, travel, financial services, motor, IT, leisure and sport, health.)

Interviews were conducted either through random digit dial or from lists. They took approximately 15 minutes to complete and comprised a session establishing familiarity with and attitudes towards customer magazines, then a series of in-depth questions on an individual title or brand named by the respondent exploring magazine use, brand image, attitudes and persuasion.