EDM Media launches Everyday Consumers database

LONDON - EDM Media has launched a database called Everyday Consumers that contains responsive data, collected on a daily basis from consumers in shopping centres across the UK.

The data focuses on commercially-aware individuals aged between 20 and 50 years old.

The respondents are recruited daily through face-to-face interviews in shopping centres. They are then contacted via telephone to complete a detailed follow-up telemarketing lifestyle survey within days of the initial meeting.

Lisa Neville, operations director at EDM Media, said: "This is one of the freshest data sources on the market and is tailor made to the marketer's needs.

"It's a really exciting development with huge flexibility and we're working on a number of sub-brands as the file grows."

The database at launch stands at 15,288 names and is expected to grow rapidly by at least 10,000 new names each month. It contains standard data such as respondents' date of birth, postal address, and homeowner status, but also features more detailed information about topics such as whether they are interested in broadband offers or if they have a mobile contract.

EDM Media has described the people the file focuses on as "middle of the road" in terms of social class and as commercially aware consumers that will shop around for a good deal and will be interested in competitively priced offers.

Neville said: "We can target fresh new customers without mail fatigue that are confirmed opted in. It will particularly suit telemarketing campaigns for mobile phone or broadband offers, satellite or cable TV, financial product mailings, catalogue mailers, book clubs, equity release, car insurance."

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