London Voice
‘London Voice’ is the Evening Standard’s reader panel and is one of the largest research projects focussing exclusively on upmarket individuals who live in the capital.More than 5,000 Evening Standard readers are members of the panel and participate in a number of surveys covering every aspect of London life, providing in depth knowledge about their opinions, lifestyles and attitudes.
During the course of the year panellists are invited to participate in six large surveys which are completed online. These provide invaluable insight informing editorial teams as well as providing useful information for advertisers/clients.
Each survey includes a number of questions about recent events in the news or living in London and explore a particular aspect of our reader’s lives, for example technology, food, personal finance, property etc.
All results are weighted to represent the Evening Standard’s primary readership on the National Readership Survey.
For more information call Marius Cloete on 020 7938 6687 or email marius.cloete@standard.co.uk
FAQ's
Q. What is ‘London Voice’?
London Voice is a 5,000 strong online panel of regular Evening Standard readers on which readers are asked their opinions about a variety of issues, including London specific issues.
This panel allows insight into the views, attitudes and opinions of Evening Standard readers that can be used both editorially as well as providing useful insight for advertisers and clients.
Q.How big is the panel?
The panel consists of 5,350 members, making it the largest research project focussing exclusively on London.
Q. Who does the panel represents?
The panel represents the views and opinions of Evening Standard readers in the London ITV region.
Q. Why should I trust the data?
The London Voice panel is impressive in its size and represents the views of a wide range of individuals. We get a robust sample of 2,000 – 3,000 replies to each survey, which means that ‘London Voice’ actually interviews more upmarket ABC1 Londoners [ISBA region] in full time employment than both TGI or NRS.
The questionnaires are professionally administered by BMRB, and accredited by an independent market research agency, and the profile of the panel is weighted against the Evening Standard’s primary reader profile on NRS to ensure that it is representative.
Q. When and how was the panel recruited?
The first members of the panel were recruited in June 2004, many of them have chosen to remain on the panel since then. Panellists are recruited in a number of ways which include ads and articles in the Evening Standard and our website, as well as e-mail marketing.
Q. What level of response do you typically get from the panel?
Our response rate typically ranges from 48% to 60%, which equates to between 2,000 and 3,000 respondents per survey. The panel generates a lower response rate towards the end of the panel lifespan. The panel lifespan is typically one year. In January every year we refresh the panel, at which stage inactive panellists are removed and new members are recruited to replace them.
Q. What do panellists have to do? How often do you contact them?
During the course of a year we normally ask them to complete six Maxi Polls (large surveys), which take 15 to 20 minutes, and six mini-polls (small surveys) which take about 5 minutes each to complete.
Q. Why do they participate?
Although there is an incentive element in the form of prize draws for participants, their main motivation for joining the panel is that it gives readers opportunity to have a direct line of communication with the Editor and other decision makers at the Evening Standard.
The panel tends to attract our core loyal readers. However this doesn’t necessarily mean that they refrain from being highly critical about the publication though!
For more information call Marius Cloete on 020 7938 6687 or email marius.cloete@standard.co.uk
