Traincard Tracker will take the form of two studies – the standard version will quantify awareness and recall of traincard advertising after carrying out interviews with 200 passengers. The Premium tracker study will use a pre-post methodology, with 200 interviews both before and after exposure, measuring increases in brand and campaign awareness and recall.
Passengers will be targeted by research specialist Clark Chapman while they are on the trains.
A pilot for the standard Traincard Tracker research showed spontaneous awareness of the campaign at 21% and prompted recall levels at 63%.
The new research packages, which start at £5,000, have been designed by KBH as individual studies designed to contribute to the development of a larger body of evidence.
Ian Reynolds, managing director of KBH, said accountability has “never been more important”.
“We’re confident these studies will demonstrate the strength of train advertising in getting our clients ads noticed,” he added.
KBH’s advertising deals include First Capital Connect, First Great Western, Silverlink and Southeastern as well as the Stansted Express.
_1.jpg)
.jpg)
