NEWS17 June 2009

Stimulating World wins qual task for 2011 UK Census

New business UK

UK— The Office for National Statistics (ONS) has hired qualitative market research agency Stimulating World to work on the 2011 Census.

The agency will uses focus groups and interviews to test advertising concepts and designs, messages and final materials for the population count.

ONS said Stimulating World will help provide a comprehensive understanding of the Census audience in England and Wales and the specific information needs of its various sub-groups.

Oliver Doerle, head of marketing for the 2011 Census, said: “Public reaction to our campaign is crucial and Stimulating World’s expertise and experience will be a huge help with achieving our goals.”

Stimulating World is headed by managing director Michael Donovan, who bought the company from parent group Interactive Prospect Targeting (IPT) in November 2008.