Populus creates opinion influencer panel

The company has developed an algorithm to identify consumers who are highly active in their communities, sought out for advice by friends, family, and colleagues, and whose behaviour and attitudes points towards future trends. They are also more likely to read the Financial Times and be active on Twitter than the general population, according to Populus.

The panel will be offered as a next-day polling service and as an analysis variable on the Populus online omnibus.

Chris Atkins, managing director at Populus, said: “Understanding how opinion influencers think and react to content, to direct communications and to business issues will allow these groups to be ahead of the curve, and to reach the people who shape the way the country thinks.”