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The Telegraph Group and agency Millennium Direct are joining forces for the first time to gather data on the grey market.

One million six-page lifestyle surveys will be sent out in October to the over 50s on Millennium's database. Respondents will be asked if they would like further information on selected products offered by the Telegraph Group and Millennium's clients which include Norwich Union, AXA Sunlife and Tesco Direct.

Joanna Bell, media manager at Millennium Direct, says that response rates are usually 'into double figures' but the agency is hoping to raise this figure through partnering with the strong Telegraph brand.

Positive responses will be fulfilled within seven days by Millennium's new fulfilment service, Fastrak. Bell says that quick response to survey results is crucial because respondents tend to forget what information they requested.

Millennium Direct and the Telegraph Group see a synergy in terms of their target market and through joint surveys can lower the cost of research.

If this initial venture proves successful, the two companies plan to work together on future projects.

The Telegraph Group has already made permission-based marketing an integral part of its strategy. Since August last year the group has been trialling 'Telegraph Dialogue', which collects data by telephoning customers on the database. The project is now being rolled out to 7.3 million customers at a rate of 20,000 calls per week.