In the first two quarters of data collection we surveyed 1,846 households.This nationally representative sample also comprises offline panelists who log all mail and actions continuously but via a paper based diary.
This approach resulted in finding a methodology that allows panelists, using an app, to take a photograph of each mail pack received each day, and then they tell us what they did with each piece. The photograph of the mailing piece provides the consumer with a visual prompt for each piece of mail, making it easier to record at a glance what they’ve done with individual pieces. The data is collected across a twenty-eight day period. We ask people only to record the mail delivered during the first week; to log it and tell us what they did with it immediately. That first weeks’ worth of mail is then tracked by the consumer for the subsequent three weeks. We constructed this approach based on the learning from our pilot. We saw that consumers tended to sort, distil and disseminate mail to other members of the household in the first week. In the subsequent three weeks we were more likely to see behaviour patterns dealing with mail, that is, reading, re-reading, sharing and acting upon.
JICMAIL data is collected using a panel which is weighted to NRS.
Over each quarter JICMAIL is tracking the mail activity of around 1,000 households. Panelists record the mail they receive for a week and subsequent mail actions taken by them, or anyone in their household, for three more weeks. They then begin this process again with mail they receive the following week. Our panel is split into four groups, each starting on a different week so that we are tracking mail activity for every week of the year. Over the first two quarters of data collection we have surveyed 1,150 separate households. This nationally representative sample also comprises offline panelists who log all mail and actions continuously but via a paper based diary. Panelist recruitment is targeted at National Readership Survey defined household demographics, and weighted to match targets where necessary. The household level dataset is then converted into an audience level dataset and factored up to and weighted to Census and Kantar TGI data for use in media industry planning tools. We developed a methodology that reflects how mail is used by consumers When the JICMAIL team embarked on establishing a currency for mail, we knew we had some unique challenges. Mail had never been measured in the home and we needed to find a way of helping people capture their mail and log it on an on-going basis. So we decided to get our panelists to capture the piece of mail itself. By having a visual reference for the mail pack panelists would then be able to refer to the visual and this would help them tell us what they did with it. Initially we set up a pilot which ran for four months so that we could tweak the approach as we went along and understand from our consumers taking part what they found easy and what they didn’t.
Structuring the on-going panel
Just like BARB we have an annual Establishment Survey which helps us to structure the on-going panel. At the outset of building our currency we undertook a paper based Establishment Survey to ensure our panel would be representative of a UK national population composition.
There were 2 elements to the Establishment Survey:
1. A face to face Omnibus survey to identify the drivers of mail volume.
To establish which household / individual characteristics are most influential on mail volume (to verify any sampling approach used for the main diary panel).
2. An online survey to understand variances in mail volume throughout the week.
To understand fluctuations of mail volume across the week, in order to validate mail volumes collected in the face to face Omnibus.
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