The research drive is slated to start next month and BCA aims to collect data that will allow it to better understand its customers and maximise cross-selling and other marketing opportunities.
The initial drive will see TPS send surveys to 300,000 current and lapsed BCA customers. The database marketing firm will be testing various distribution channels including direct mail, product despatch and online, as well as differing audiences, creatives and incentives.
James Gurd, special projects manager at BCA, said: "Through developing a wider and more informed understanding of our customer database, we will be able to better develop our book club propositions and services. An important aspect will also be to understand more about our lapsed customers."
Information collected as part of this survey will include a wide range of socio-demographic data and information relating to membership of competitor schemes, as well as customer information relating to the BCA book clubs. A range of attitudinal data covering such areas as attitude to financial risk and family life will also be collected.
Data will be collected using TPS's joint survey product. TPS will also handle the entire research campaign from concept and design of the questionnaires through to analysis of the data gathered.
Keith McNeilly, CRM director at TPS, said: "The range of distribution channels, audiences and incentives we are testing should give BCA a real insight into what works and provide it and us with a good foundation for rollout early next year."
BCA is part of the German media giant Bertelsmann and has a turnover of over £130m a year, with more than 2m members across 20 clubs.
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