If you want to discuss any of the commercial insight tools, work.shop.play. research, campaign effectiveness or other research initiatives mentioned in this guide, please get in touch with the Research team:

!Research@exterionmedia.co.uk

With regard to proactive or reactive briefs or client work, please email the Business Intelligence team:

!DTET&RGroup@exterionmedia.co.uk

Please contact: Nicola.Barrett@exterionmedia.co.uk if you have any other questions relating to the Research & Data Menu.

0800 808 5619www.exterionmedia.com/uk

Exterion Media (UK) LtdLacon London84 Theobald’s Road London WC1X 8NL

Research

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Client & Agency Edition

Research &Data Menu

At Exterion Media, our vision is to become a Digital Media Company powered by data. We are using data and insights to accelerate this journey to deliver more relevant and engaging campaigns, which are therefore more effective for advertisers. We invest heavily in research and developing our own insight tools to drive a better understanding of how advertising on our media can generate maximum value for advertisers. Through analysis of existing industry research and the commissioning of dedicated studies and insight tools, we have developed in-depth knowledge of our media, its role in the broader advertising landscape and our consumers. Research projects continue to shape how we understand our audiences and their behaviours and we are continually forging ahead in our field to make sure we have the most up to date and insightful research possible. Our pioneering community panel work.shop.play. allows us to keep a regular dialogue with the urban audience and our London Worker Planner Tool has helped fill in the gaps of industry research to give a more holistic view of London Workers’ behaviour. We now offer a number of NEW work.shop.play. research offerings - flexible to quick turnaround times – and we have a whole host of new data sources to layer on top of our bespoke insights. To top it off, we have worked hard to create a huge bank of case studies showcasing how effective our media is at reaching audiences and impacting their behaviour, which we are keen to share.

Insights

“Data is helping OOH put the right content, in front of the right people, at the right time.”Jason Cotterrell, Group Development Director

1 2

Chapter 4 | Proving Campaign Effectiveness 1 Campaign Case Studies

2 Abi

3 Other Sources of Data

Chapter 5 | Research and Marketing Projects 1 Bigger Picture Case Studies

2 Larger Studies

Chapter 1 | An Introduction 1 Exterionmedia.com/uk

Chapter 2 | work.shop.play. 1 Briefing Form

2 Omnibus Surveys

3 One Minute Mondays

4 Discussion Forums

5 Live ‘Speed Dating’ Forums

6 Video Tasks

7 Creative Testing Tool

8 Community Portal

9 Partnerships

10 Twitter

Chapter 3 | EM Research Dashboards 1 Category Dashboard

2 Tech Research Hub

3 Finance Dashboard

4 London Worker Planner Tool

Contents

3 4

At Exterion Media, insight is well and truly at the heart of the business. Using a wide variety of research methodologies and techniques, we’re able to understand the UK urban audience and inform you of the best way to engage with and target them. This guide aims to provide you with an overview of all the research available at Exterion Media.

We also want to share some of our most successful campaigns with you and give you more information on how we can help you measure campaign effectiveness.

This research guide will inform you about the wealth of insights Exterion Media can offer. Please also keep in mind that the Research team will need time to schedule activity across the year.

1.0 An Introduction

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1.1 Exterionmedia.com/uk

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Our website is one of the best platforms to visit when looking for information, insights or an overview of the key areas of expertise and support provided by the Research team.

We’ve highlighted a few of our most useful sections below…

work.shop.play. sectionexterionmedia.com/uk/insight-and-data/work-shop-play

This includes access to our research dashboards and reporting.

Case Study sectionexterionmedia.com/uk/insight-and-data/our-case-studies/case-studies

This section houses all of our case studies and is updated on a bi-weekly basis. The Case Study section sits within the ‘Insights and Data’ area of the website.

Exterion Media blogexterionmedia.com/uk/who-we-are/latest-news/our-blog

The ‘Word Around Town’ blog covers all things Out-of-Home, and frequently showcases posts inspired by, and using, our research on the work.shop.play. community. These posts cover a variety of topics and is updated on a regular basis.

Brochure sectionexterionmedia.com/uk/insight-and-data/our-brochures

Here you’ll find a hand-picked selection of our most recent brochures, providing in-depth insight into a variety of categories, sectors and audiences.

Key info:• Our insights are accessible to everyone

with an internet connection• The Exterion Media Blog regularly

showcases new insights into the urban audience, company updates and wider Out-of-Home thought pieces

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11,000members

5 years worthof data

Average of 1,500 responses

per survey

ABC1

Insights from 230+ surveys

Mobile optimised platform

75%60% London 40% Regions

30+ online forums

Regular video uploading

tasks

2.0 work.shop.play. Overview

work.shop.play. is our award-winning online insight community of 11,000 UK urbanites.  As a consumer behavioural panel, the community helps us develop a deeper understanding of the urban audience in terms of behaviour, lifestyle and attitudes - and we do this by sending out regular research tasks for our members to take part in. What’s great about having 11,000 members is that we can send our research tasks to relevant sections of the community and still get robust responses, (e.g. mini communities such as our Londoners, our Shoppers or our Commuters).

We often get asked how we keep our panel so robust and engaged, and this comes down to a number of things:

• We’ve spent time developing our work.shop.play. brand, ensuring that it continues to have an urban and friendly tone of voice to keep our members engaged (we always score above the UK panel average when it comes to levels of satisfaction).

• We use our Exterion Media assets and partners to recruit urbanites to the panel - testament to the success of our environments and our relationships across the industry.

• We’re protective of our work.shop.play. community. We use briefing forms, research schedules and our research expertise to ensure that every communication our members receive is not only timely but welcomed. This also allows us to decide which methodology is the most effective for each research project requested, enabling brands to understand their customers better.

• All our surveys are mobile optimised, meaning they’re easy and convenient for our members to take whilst they’re out and about.

2.0 work.shop.play. Overview (Cont)

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In winning the title of EMEA Insight Community of the Year 2014,work.shop.play. competed against other panels run by organisations such as Adidas, Nando’s and Vodafone - truly showing the success of the community in such a competitive field.

work.shop.play. has also been shortlisted for other awards in the Media and Research industries, including:

• MRG Best Research Team 2016 – Media Owner (Highly Commended)• Engage Awards, Best Use of Voice of Customer, 2016 (Finalist)• MRG Best Research Team 2014 - Media Owner• MRG Best Reporting Innovation 2014• Mediatel Innovative Reporting 2014

We aim to continue to win awards in the Research and Media space, showcasing the true value of work.shop.play. to the wider industry.

An international brand

work.shop.play. was first launched in the UK in 2012. With the success of the community being so widely recognised within the business, it has now been rolled out to other markets:

• Ireland/ Northern Ireland - 2014• The Netherlands - 2014• France - 2015

Whilst each panel is managed separately - within each country - the expansion of work.shop.play. into other markets has enabled us to develop our first international, community research project.

2.1 work.shop.play. Research Briefing Form

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work.shop.play. briefing forms are essential for the Research team to effectively design and understand the requirements of any client requesting research.

When making a request, a briefing form needs to be completed for the Research team to review. This should outline the key objectives that the client or agency is looking for insight into, as well as any relevant information around background and context, target audiences and required outputs.

Without a completed briefing form we are unable to confirm any research studies. This will enable us to identify a suitable methodology by which we can capture the insights you are looking for. Please remember we have a seperate briefing form for campaign research.

For more information please contact the Exterion Media Research team: !Research@exterionmedia.co.uk

Key info:• Allows the Research team to identify best

methodology for the research, and to identify if we already have data available

• Outlines key objectives and audiences• Key requirement ahead of any research project

2.2 Omnibus Surveys

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The work.shop.play. omnibus surveys are scheduled to run every month and typically cover 2-3 topics. Slots of up to 6 questions per topic in Omnibus surveys are allocated on a first come first serve basis.  

If you would like to get involved with an omnibus survey, the Research team will be able to let you know the next available slot.

 Once out of field, we’re able to provide summary fact sheets and an outline of the key insights from omnibus survey sections.

Timings

A briefing form should be completed and returned to the Research team two weeks before the survey is due to go in field. This should outline your key objectives and will give the Research team a good understanding of what you want to uncover.

Key info:• Maximum of 6 questions per topic• Allocated on a first come first serve basis• Infographics and survey factsheets provide

a summary of topical insights or omnibus data

2.3 One Minute Mondays

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The work.shop.play. One Minute Monday surveys are used to collect and deliver insight from the urban community within 24hrs.

These consist of 3-4 questions on one page, enabling our members to see all questions in the survey at a glance. It shouldn’t take them more than one minute to complete. These surveys are sent to between 500-800 members on a weekly basis, to get quick insights into topical areas of interest.

The data we collect is included in topical news on our work.shop.play. blog and, where relevant, it is included in our bite-sized decks, created by the Marketing team. Timings

Requests and briefing forms should be received at least 1-2 working days before the One Minute Monday survey goes live. However, these slots go fast and you may still get a space in the week’s omnibus.

Key info:• 60 second surveys• Topical content feeding into blog posts/Twitter• Sent to a snapshot of the community, which

increases their likelihood to win prizes

The work.shop.play. online discussion forums are a quick and efficient way to uncover valuable insights around specific topics.We’ve actually doubled the number of discussion forums we have run on the community over the last 12 months, due to demand from clients, agencies and our members.  They are an excellent platform to talk directly with your customers and better understand their opinions. These discussions enable deep dive research into more niche areas of interest.

The forum itself ranges from two hours to a whole day depending on the topic. These take place over lunchtime or throughout the day, depending on the target audience. The number of members invited to take part varies depending on the objectives of the discussion and the topic being explored.

Timings

Due to high demand, we now include a monthly slot in the work.shop.play. research schedule, for online discussion forums. However, we can be flexible and can turn these around quickly if we have accurate briefing forms.

2.4 Online Discussion Forums

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Key info:• Solus or joint moderated online discussions• Quick turnaround and insight on

niche topics• Can run multiple threads to directly

compare different audience attitudes• Forum research factsheets provide

qualitative insights summarised by our Research team

2.4 Online Discussion Forums (Cont)

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Forums moderated by Exterion Media

All of our online discussion forums on work.shop.play. are moderated by the Research team at Exterion Media.

Once a briefing form for the online forum has been completed, the Research team create a discussion guide and recruit members to take part in the activity. We also ask a number of opt-in questions prior to the discussion, so that we can identify who qualifies for the discussion.

We’re able to probe members on their comments based on the objectives outlined in the briefing form, gaining as much qualitative insight as possible from the session.

Forums moderated by Exterion Media and guest moderators

Guest moderators are able to join the Exterion Media Research team during these discussions, allowing them access to talk directly to work.shop.play. members.

Exterion Media’s Research team will manage the project, but if a client would like to participate or just wants to ‘lurk’, they can either join us online or sit with us during the session and provide suggestions along the way.

Having a ‘guest moderator’ can act as an extra incentive for members taking part, as well as giving clients and agencies the ability to see and direct the discussion in a way that will best help answer their objectives.

2.5 Live ‘Speed Dating’ Forums

For these forums, we invite our very own work.shop.play. community members to come to a live event to talk about their attitudes towards a relevant topic. This could be on anything from travel destinations, films they want to watch or favourite foods they eat. What’s great about this, is that it’s totally interactive for our clients, who get to meet their customers and ask them questions face to face. This is a unique and innovative opportunity for brands to interact with our research panel and gain first-hand insight from our award-winning community. These events give brands an exclusive opportunity to capitalise on deeper audience insight to inform future campaign planning.

Key info:• To create a successful event, we need time

in advance to recruit the appropriate target audiences for the clients involved

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2.6 Video Projects

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Key info:• Quick qualitative insights • Direct interaction with urbanites across

the country• Ability to create showreels of your

favourite videos

In order to further build on our research and insight we also run exclusive video projects and surveys with both our work.shop.play. members and external samples from other sources.  Working with a company called VoxPopMe, we can ask urbanites to record short videos of themselves talking to us about their attitudes, motivations, movements and opinions on a wide range of topics.  We are able to integrate the video technology directly into our mobile optimised surveys, capturing these video insights almost instantaneously. This type of activity is available to all of our members, so we can gather insights from a wide variety of people from the community.  With this unique qualitative video content, we can build upon our understanding and knowledge of the urban audience - and directly speak to urbanites quickly and easily.

Timings

A completed briefing form is required at least 2-3 days before the video survey is due to go live.  

2.7 Creative Testing Tool

Drive Attention

Relevance

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Key info:• The tool aims to help clients optimise

a current creative, or choose between creatives, in order to cut-through to this audience

• Plus, you can go online here; www.exterionmedia.com/uk/be-inspired/visualiser to see how your advert might look on our assets

This new tool - originally used for Bus - measures ad salience, but can be used to guide other formats. It aims to provide feedback on creative, in order to assist clients before a campaign goes live. Clients will receive a salience score and verbatim from their target audience.

Using an online methodology - developed from our Modern High Street research with i2 media - we send a pre-coded questionnaire, to our mini work.shop.play. Creative Judging Panel. These members opted-in to give us their feedback on a monthly basis. The output will be a bespoke two page summary reporting on:

• Overall salience score and a breakdown of scores for relevance, drive and attention

• A guideline salience score - based on previous tests only - to give some indication on how other creatives have scored

• Highlighter marked visuals

• Verbatim word cloud included

Timings

Creatives and briefing form required 1-2 weeks prior to survey launch. The survey is in field for up to five days and the report provided 1-2 weeks from the survey out of field date.

2.8 Community Portal

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Key info:• Found at www.workshopplay.co.uk• Handy if you want to experience being

a member and keep up-to-date with activities

• Personalised sections available once a member has logged into the portal

• Mobile optimised website

The work.shop.play. portal is the consumer facing website that our members can see and experience both before they join, and once they become a member of, the community.

Refreshed in 2016, this is a mobile optimised platform where members can interact and find out more about how they can get involved. Some of the key sections (which we explain in more depth on the next few pages) include:

• The newsfeed• Quick poll• Headquarters• Welcome video• Your membership• Twitter feed• Prizes this week• Join the conversation

Whilst our login page is available for all to see, our home page (which members have to log in to view) contains more personalised areas for them to explore.

2.9 Partnerships / Opportunities

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Key info:• work.shop.play. can offer partners

bespoke research in return for community recruitment

• As well as working with an array of research partners we also partner with clients, brands and universities who we feel have a synergy with our community

We use our advertising formats and work closely with our partners to recruit to the community.

A number of our partners help us by advertising work.shop.play. on their channels - offering their audience a prize draw for signing up to our community. The benefit for partners is that once we have their customers on our community, we can provide them with bespoke, targeted research studies.

Some of the companies and organisations we’ve partnered with are Time Out, Westfield, Lovebox Music Festival and University of South Wales to help drive new, young and influential members to the community. And as we have a number of urban commuters recruited to our community we are able to frequently assist TfL and other franchise partners with insights into their audience.

For more information please contact the Exterion Media Research team: !Research@exterionmedia.co.uk

2.10 Twitter

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Key info:• 2,600+ followers and growing• Twitter statistics provide interesting

insights from our work.shop.play. community

• Twitter competitions launched in 2014 • 3 competitions in 2015 = 400+ photos• Twitter quizzes launched in 2016 -

partnering with the University of South Wales to drive awareness of both our handles

After the success of all our initial photo competitions on Twitter, we are now developing our presence on social media even further.

At @workshopplay we tweet our research and engage with members, partners, researchers and business figures, in order to share our insights with the industry. In addition, we’re able to harness our social media presence to recruit new members to the community, which in turn provides us with more digitally - savvy members.

In January 2016, we created a quiz survey template (similar to Buzzfeed), which rewards respondents with a simple analysis of their answers. Our first test received over 100 completes - with no prize attached, and we look forward to seeing response levels increase once we do.

We always welcome new ideas and encourage partners to take part in our activities. Through Twitter, we can offer our clients and partners the opportunity to gain instant access to our active community by engaging with our followers through tweets and other activities (such as quizzes or competitions).

@workshopplay

3.0 EM Research Dashboards

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Key info:• Used by large corporations and Researchers

like eMarketer Inc, to help them better understand the urban audience

• Allows access to data whilst on the move

Our online dashboards house a wealth of data that we have gathered from the urban audience for over four years. We have three work.shop.play. specific dashboards, plus the London Worker Planner Tool and Campaign Case Studies, which add additional layers to our work.shop.play. data.  The dashboards are updated on a monthly basis on the first of each month. The pop up window on the dashboard homepage will highlight all the new data.

All of this data is available both online using the URL below. Make sure you subscribe to the Exterion Media newsletter for the latest updates.

Find out more here.

3.1 Category Dashboard

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Our work.shop.play. category dashboard houses data from a wide range of key categories, from food and drink, to shopping and fashion.  All of this data is able to be broken down by 40 different audience breaks, ranging from age, gender and region - to commuter type and media consumption.

The data is updated on a monthly basis to include all of our latest insights across Exterion Media focus categories. You will also be informed of the latest updates when you enter the site.

Find out more here.

Key info:• Available online to everyone• All dashboard data can be broken down by

40 different audiences• Displays infographics, with clear sourcing

and labels

3.2 Tech Research Hub

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Key info:• Cross category dashboard with insights

on technology, telecoms, gaming, retail and more

• Creative gallery showcasing the most effective Out-of-Home campaigns in these categories

Our Tech Research Hub – launched in April 2015 – is a unique tool which can be used to find out more about our urban audience’s attitudes to all things tech. It’s an in-depth resource that brings together all of our latest insight on technology; including mobile phones, apps, gaming and computing as well as technology in the retail environment.  It also showcases opportunities to reach this tech-savvy audience in a creative gallery, and has up-to-date industry reports and news.

Find out more here.

of urbanites have boughtwearable tech in the last year52%

Did you know...?

3.3 Finance Dashboard

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Key info:• Instant access to key finance insights from

the work.shop.play. community • All dashboard data can be broken down by

40 different audiences• Displays infographics for six financial

categories

The new version of our Finance Dashboard was launched in 2017, giving a unique insight into the urban audience’s thoughts, attitudes and behaviours in this sector.

Key areas covered include mortgages, insurance products, mobile banking, savings and investments, credit cards and current accounts - giving a well-rounded view into the finance sector.

Bespoke insight summaries, also provide an overview into core audiences’ behaviours and attitudes in more depth.

Find out more here.

urbanites now use online banking on their smartphones, as well as their computers1 in 3

Did you know...?

3.4 London Worker Planning Tool

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Key info:• You can look at segments within the

LWPT, (e.g. Everyday Families) to better understand audiences

The London Worker Planning Tool (LWPT) is our online dashboard showing how London Workers work, shop and play in the capital. It is a unique multi-based dashboard, using TGI and Touchpoints data fused with our London Worker survey.

Crucially, this robust, media neutral tool redefines audiences based on where they spend their time rather than where they live – so this includes urbanites who work in London even if they don’t live there. This provides a more accurate depiction of the valuable London audience.  The LWPT lets you know where this audience spends their time, the areas they work in, transport usage, attitudinal statements as well as shopping and socialising behaviours. You can also directly compare central and outer London workers to other urbanites in London and throughout the UK.

Find out more here.

4.0 Proving Campaign Effectiveness Overview

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Key info:• Over 15,000+ interviews• Over 40 brands across 20 categories• Cannot confirm research without receiving

a completed campaign effectiveness briefing form

• The brands that we work with need to agree for us to share results publicly in the form of case studies.

We undertake campaign effectiveness research - in association with research agencies - measuring the effect of advertising campaigns in Exterion Media environments. We also analyse multimedia campaigns, illustrating the complementary nature of our formats with other media.

Ultimately we’re able to demonstrate that Out-of-Home campaigns can increase brand consideration, knowledge, positivity and drive call to action.

Each campaign measured will be decided at our regular monthly meetings with Sales Directors. These projects will then be confirmed by the Research team once we have received a completed briefing form. The Research team will prioritise research forcategories and formats where we cannot currentlyprovide proof of effectiveness.

Due to limited resources on the Research team, we need to be strategic with the projects that we choose, but if you have any interesting campaigns coming up that you think would be worth measuring, please speak to our Sales Team.

4.1 Campaign Case Studies

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Our campaign case studies showcase the results of our in-depth effectiveness research and they prove the success of Exterion Media formats.

Our case studies clearly illustrate the effectiveness of our assets across a wide range of categories, formats and regions across the country.

We have over 100 campaign effectiveness case studies currently available on our website, and we are building on this number every month. These include a range of Bus, Rail, London Underground and Digital formats.

These case studies are created for all brands that undertake campaign effectiveness research with us. The brands must approve us sharing these case studies at briefing stage.

Highlights

77%of London Tube users have responded to an ad seen inside London Underground train carriages

69%who recalled a wrapped Bus campaign in Central London thought that brands using this environment came across as creative (vs. 46% did not recall)

49 50

4.2 Audience Behavioural Insights (Abi)

Key info:• Powered by Telefonica mobile network data• Telefonica captures 2 billion mobile

network events from 24 million O2 users on a daily basis

Abi is an insight and planning tool designed to better understand stations and audiences on the London Underground.

The tool is there to provide insight to back up sales proposals and is an enhancement to what ROUTE provides. For coverage and frequency data ROUTE should be the primary source.

Example uses for Abi might be:

• Enhancing broadcast campaigns with tactical digital delivery• Promoting outer zone stations as an alternative for advertisers• DTE campaigns where a completely bespoke solution

is required

The aim is to provide new clients with an attractive and well informed advertising strategy. It can also provide our existing clients with insights which allow them to add more targeted opportunities to their campaigns.

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4.2 Audience Behavioural Insights (Abi) (Cont)

Digital

Abi provides a new way to evaluate when audiences are in stations at a daily, daypart or hourly level. This provides the opportunity to create propositions for clients based on demographic and interest categories.

Outer Zone

For clients with smaller budgets who might not be able to afford Zone 1 campaigns, the tool identifies where those Zone 1 audiences can be found in Zone 2-9.

Inner Zone

Combinations of stations can be selected to provide detailed demographic, interest and journey data along with identifying key stations defined by audience.

International Visitor Targeting

Abi identifies volumes of international visitors at Zone 1 stations - before Abi, in the past, we have been unable to prove the numbers of foreign visitors in any detail.

Key Information on Abi

Using Abi, Exterion Media is able to analyse the following data:

1) Station down – a station or group of stations can be analysed to provide insight on the following:

• Entry/Exit• Demographics• Interests• Home Location• International visitors• Day of week• Hour of day• Daypart

2) Audience up – an audience can be defined by demographic and/or interest categories. The system will then identify:

• Which stations the audience can be found in• When they are at those stations• Which outer zone stations the audience can also be found in

4.3 Other Sources of Data

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Key info:• A huge variety of research tools and

resources available• We have research tool experts who work in

the Research and Marketing teams

We also have access to a wide range of market research and market insight tools to complement the extensive range of insight tools available internally to us. Including, but not limited to…

is a media monitoring tool that provides reports on advertising

spend across all media in the UK

Channel Planner gives the ability to plan different media within the same programme. Building cases for complementing - or moving money away from - other media

Provides demographic, media, brand consumption and lifestyle

data for consumers

Provides a detailed overview of ‘a week in the life’ of a consumer,

giving a unique overview of the daily lives and media usage

of consumers

This is the industry Out-of-Home planning tool, to gather coverage,

frequency, audience and CPT information

Provides reports, market insights and trends on key categories and audiences

5.0 Research and Marketing Projects

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Key info:• Huge variety of outputs produced• The style of the output chosen will be based

on audience, occasion and the level of depth required

• Often produced with data from multiple sources

We produce a wide variety of research and marketing outputs, which we share with our clients.

These vary from wider research and marketing initiatives, to bespoke client presentations and large category brochures and reports. These often incorporate data and research from a wide variety of sources, providing in-depth and fully-rounded insight into key topics, categories and areas of interest.

The type of output produced depends on the individual objectives and requirements.

5.1 Bigger Picture Case studies

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Key info:• Delivering digestible insights• Produced across multiple categories,

worked on throughout the year• Showcasing all of our data in a simple

format, and illustrating that combined data can provide more valuable insights

Introduced in 2016, we’ve now created a bank of Bigger Picture Case Studies which provide an in-depth overview of all of our insights.

We collate data from a variety of sources to create these case studies, resulting in a 4-5 page summary specific to a clients target audience and target market.

Each Bigger Picture Case Study provides:

• A synopsis of trends in the market

• Bespoke insights on the work.shop.play. urban audiences’ behaviours and motivations in this category

• Detail on how to better target this audience, based on these insights

• And, how our assets can be utilised to increase the success of an advertising campaign

For more information on categories covered, please contact the Exterion Media Research team -!Research@exterionmedia.co.uk

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5.2 Larger Studies

Key info:• Research heavy, commercially focused and

audience led• Thought leader pieces in the

Out-of-Home industry• Helping advertisers to delve deeper into

their target markets and to generate maximum value for money

The Research team are involved in wider initiatives that take place across the business, collaborating with Marketing to provide bespoke research.  Examples of these include Urban Socialising, The Engagement Zone and Urban Bites.

Urban Socialising Report 2017

5.2 Larger Studies (Cont)

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Engagement Zone

Developed in collaboration with COG Research and Bournemouth University, this study on the London Underground uses a combination of eye tracking and skin conductance response data, in-depth interviews and surveys. We have discovered how travellers on London Underground pay attention to advertising and actively welcome it in this environment, seeing it as a journey enhancer.

Find out more here.

Urban Socialising

Developed in partnership with Time Out London, this report explores the socialising behaviours of the urban audience. The Urban Socialising Report 2017 helps us understand how this valuable audience define themselves across various socialising environments, identifying some of the key touchpoints when looking to target this group in different socialising moments.

Find out more here.

Urban Runway

The Fashion and Beauty industry is constantly evolving, with new drivers of influence and the latest trends around every corner. Urban Runway gets under the skin of the fashion and beauty habits of the urban audience.

Find out more here.

Urban Socialising Report 2017

URBAN RUNWAYA VIEW FROM THE URBAN AUDIENCE

Culture Vultures

Culture Vultures takes a look into our latest work.shop.play. arts and attractions survey. It found that the urban audience are avid fans of the arts and attractions up and down the UK. Not only do they enjoy making the most of what’s on offer, they support and understand the industry and the impact it has on the UK economy.

Find out more here.

5.2 Larger Studies (Cont)

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The Modern High Street

The Modern High Street provides in-depth insight into the variation in mind-sets of consumer audiences towards Bus advertising.

This thought piece illustrates how marketers and retailers can communicate more successfully with their audiences using Bus advertising on the modern high street.

Find out more here.

Behind The Lens

Behind The Lens examines the urban audience’s general film viewing habits, why the cinema is seen as second to none, how technology is changing the future of film and what implications all of these changes are having on out-of-home media.

Find out more here.

All Eyes on London I and II

All Eyes on London and All Eyes on London II showcase research that focuses on the valuable audiences found in both central and outer London areas.

All Eyes on London I focuses on the central hub of the Capital, looking into the lifestyles, work habits and socialising behaviours of this hyper-connected and affluent audience.

All Eyes on London II expands beyond Zone 1 and into the pockets of urban living that surround Central London.

Find out more here.

BEHIND the lensBEHIND the lens

Urban Bites

In recent years, the food retail market has seen some major shifts in consumer behaviour, with a host of different drivers having an influence. Urban Bites places the consumer at the heart of the matter and aims to unpick the market forces driving the food category, identifying the most effective touch points when looking to reach the urban audience.

Find out more here.

The