The research by Taylor Nelson Sofres involved nearly 2,500 people who live or work in London Tube Zones 1 or 2. Using a technique called Semio, respondents were asked which brands and newspapers they were loyal to and asked to rate 210 different words on a scale of -3 (very negative) to 3 (very positive). TNS was able to identify which readers were more likely to react positively to certain brands and ideas.
The survey found thelondonpaper readers were more likely to identify with upmarket brands, such as The Times. Lite readers were more likely to identify with tabloid newspapers, such as The Sun.
Michael Craig, advertising director of thelondonpaper, said the survey set them apart from the Lite and would help secure advertisers that readers would identify with. "This research gives us an amazing insight into our readership," he said.
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