Saga

Issue

Saga was looking for a way to engage more creatively with the half a million or more people who had provided them with their email addresses. The company wanted to turn its database of email addresses into a significant business asset capable of generating stories about the views of the Saga generation in both Saga Magazine and in the wider media.

Solution

Populus built and operated Britain’s largest specialist panel of over-50 year olds currently with over-up over 40,000 members. Populus runs monthly polls for Saga covering a wide variety of topics from views on the Council Tax and long term care to how people spend their holidays and whether they would join a social networking site targeted at older people.

Outcome

Saga has a wealth of knowledge about the behaviour and attitudes of this key group and is able to use the monthly findings to campaign around issues and drive PR coverage.