Latest Research

'Mirror Mood Tracker':

Mirror Mood Tracker is bespoke analysis of YouGov's Recession Tracker which carries out online surveys to YouGov's panel (more than 200,000 UK members) and releases monthly data with at least 2,000 responses each month (24,000 annually).

Mood Tracker covers reader's attitudes confidence, spending and future behaviour in comparison to the entire UK newspaper market. Highlighting the differences in the way readers of different papers are dealing with economic circumstances.

This research is conducted monthly.

'What's Watt?':

What's Watt uncovers reader's thoughts on the big issues in the energy market. We investigated which suppliers readers use and the type of tariffs they are on, as well as their perceptions of pricing policies and ease of understanding their own bills.

Discovering fuel is an important issue to our readers and their outlay on bills is bigger than most with 66% of Mirror Group readers spending over 5% of their income on bills.

There is potential amongst readers to choose better tariffs, they are empowered to switch and newspapers play an important role in helping them find the right tariff. Readers are increasingly thinking about how to reduce their energy consumption, rising from 62% in 2007 to 72% in 2009, the major motivation for this is to reduce bills. The research was conducted in October 2009 using the Mirror Group Reader Panel.

'Sound as a Pound':

With the economy in a downturn, we wanted to investigate how our readers are faring financially. Building on previous reader research, such as ‘On the Money’ and ‘State of the Nation’ we wanted to establish whether readers were still feeling as financially confident as before, what effect the credit crunch has had on their trust in financial institutions and what they are looking for from their financial providers.

Overall readers are even more confident that they can handle their own finances in comparison to previous research. This measure has increased from 62% - 72%. But they are looking for better value from their finance providers, 48% are now considering, or have already switched at least one of their accounts or policies. Reputation and customers service score highest as important factors when choosing between providers.

There was a clear role for advertising in readers minds, as 80% agreed banks and building societies need to communicate their credentials in times like this.

'State of the Nation':

This is Wave 3 of our insightful research exploring in depth our reader’s plans, hopes and concerns for 2009 and their views on the health of the economy.

It explores in detail our reader’s confidence in finances and their planned purchases for the year ahead. We also investigated how the recession is affecting their spending habits and what lifestyle changes if any they have made.

Our readers concerns for the year ahead are focused on money and their health. It also looks at who our readers trust to provide them with information on the current economic climate.

This research was conducted in February 2009 using the Mirror Group Online Reader Panel.

'On the Menu':

This project provides an in depth insight into the eating out habits of Mirror Group readers. It examines where our readers like to eat out and what influences their choice of restaurant. We also look at changes in eating out frequency and whether the credit crunch has started to take effect.

It looks at our readers views on healthy food options and investigates in detail what information they would like to know more about. We also asked their views and opinions on junk food.

We explore their motivation and frequency for visiting fast food restaurants. And we have investigated their how often they visit pubs and how this has changed over the last 12 months.

In addition we also asked our readers which brands their trust to provide balanced nutritional products for children.

This research was conducted in Sept/Oct 2008 using the Mirror Group Online Reader Panel.

'Mirror Play':

New entertainment technologies are becoming part of everyday life, no longer the preserve of the early adopters. With Mirror Play research we wanted to find out how into them our readers are.

Half of readers claim to be very interested in new technology. 97% have multi channel TV, 30% have HD equipment and a third have PVRs. TV watching behaviour is changing, with one of five of those with PVRs watching them everyday, and a third of readers watching TV online.

Newspapers rank 2nd as a source of reliable information on new technology, higher than television, friends or family, second only to the internet.

This research was conducted in Sep 2008 using the Mirror Group Online Reader Panel.

'Mirror Mirror':

With health a major concern for many of our readers, Mirror Mirror research examines their attitudes towards fitness, diet and overall well being.

It looks at the sources that readers use for different aspects of their health or appearance, and how reliable the information is. Through this we have been able to demonstrate how newspapers and supplements are regarded as useful as friends and family, the internet and TV programmes.

The research also covers some client specific areas of health, including oral care, smoking, skincare and allergies.

This research was conducted in May 2008 using the Mirror Group Online Reader Panel.

'Wish you were here':

This project provides an in depth insight into the travel habits of Mirror Group readers. It examines where readers like to go on both their short and long breaks as well as highlighting how much money they spend on each trip. There is also a section on the propensity of readers to go on cruises.

The research also looks into how readers find out about and book their holidays, and the role of newspapers within this process. In this part of the presentation, we examine how far in advance readers book their trips as well as how likely they are to book their holidays at travel agents and online.

This research was conducted in October 2007 using the Mirror Group Online Reader Panel.

'Mirror Signal Manoeuvre':

This research sets out to understand how readers decide which car to purchase and looks at the role that newspapers play in the process. Where they buy their cars and how they finance those purchases form a key part of the findings too.

The research also explores readers future car buying intentions, their attitudes to specific car marques and highlights their issues of concern in relation to motoring - e.g. running costs & environmental issues.

'State of the Nation':

This research explores the plans, hopes and concerns of our readers for 2008 and provides a broad view of the Mirror reader's views on the health of the economy.

Concerns for the year ahead are focused on personal finance and health and new years’ resolutions are overwhelmingly health related.

This research highlights major planned purchases for 2008 which includes an extensive list of home improvements, big ticket items and smaller entertainment purchases.

'We Love Telly - New Look, New research ':

The latest research on We Love Telly is a real media first!

It is the first time a national newspapers has used text messaging combined with an online panel to get instantaneous answers from its readers.

The text messages asked respondents what they were watching on TV, how many times they'd looked at We Love Telly, and whether they'd looked at the ads.

The results prove that We Love Telly has multiple pick-ups and longevity through the week. The title has a distinct role in readers lives, not being superseded by EPG's (Electronic Programme Guide). And is considered as good as a paid for TV listing.

'Sports Associations 2007':

This research examines Mirror Group readers' levels of interest in sports.

It demonstrates how engaged readers are with the sports pages of Mirror Group titles as well as highlighting the impact of sponsorship and advertising in these sections.

The research also looks at readers' interest in upcoming sporting events, such as the Olympics and Football World Cup, and their engagement with newspaper sports sections at the time of a major sporting event.

This research was conducted in November 2007, using the Mirror Group online Reader Panel.

'Homes & Holidays':

The Homes & Holidays research showcases the importance of the supplement to the Sunday Mirror package.

The research also gives advertisers an insight into the DIY and travel habits of Homes & Holidays readers as well as looking at their future plans.

Key insights include:

• Each issue is read for an average of 11 minutes each and kept around the house for 3 days
• Homes & Holidays readers take an average of 2 UK breaks and 2 foreign holidays each year, spending an average of nearly £600 each trip
• 16% of readers have booked a holiday as a result of the Homes & Holidays supplement
• Homes & Holidays readers spend a total of £1.5 billion on furniture or DIY each year
• Nearly two thirds of Homes & Holidays readers use supplements for inspiration about their homes
• Readers are planning to spend £3.7 billion on home improvement in the next 12 months

'Going Green':

This research outlines what readers think about environmental issues.

It demonstrates what readers do to be more environmentally friendly and highlights the efforts they are prepared to make to 'go green'.

Conducted in September - October 2007 it includes the views of 1000 respondents from our reader panel, insights from focus groups across the country and 'green diaries' kept by our readers.

'On the Money':

Through our reader panel we asked readers about their financial activities.

This research gives advertisers an insight into our readers financial decision making process and their future financial plans.

'From Print to Purchase' - Mirror readers' shopping habits

• Bespoke research carried out by research agency RDSI amongst our 25-54 mainshopper readers
• Gives great insight into our readers' shopping habits, for both groceries and big ticket items, such as furniture and PCs
• Demonstrates the role of our newspapers in our readers' purchase decision-making process

'Food for thought':

Through our Reader Panel we asked readers about their eating habits and their understanding of all the latest health issues.

'A Week in the Life':

Through our Reader Panel, and qualitative research, we followed a week in the life of typical Mirror readers to understand their moods and activities throughout the week.

The research can give advertisers a steer on the best days of the week for their particular message.