Northburgh House
10 Northburgh Street
London EC1V 0AT

Tel: +44 [0]20 7253 9900
Fax: +44 [0]20 7253 9911

The AA

The challenge

The AA helps to guide and shape motoring policy and campaigns on behalf of members and motorists. It wanted to find a way to ensure its contribution to the public policy debate was well informed in order to cement The AA’s reputation as the authoritative voice of motorists in the UK.

The solution

Populus built The AA its own proprietary motoring panel of more than 100,000 AA members. Every month, a new online survey provides The AA with regular and crucial insights into key issues surrounding motoring, from petrol prices to views on government policy. The panel has generated a huge amount of coverage for The AA and its campaigns over the years and has helped to inform its response to a number of public policy debates. By analysing the data according to age, gender and location, Populus is also able identify the similarities and differences that exist between the groups in order to help The AA know how to engage with its customers in the most effective way.

The AA/Populus Motoring Panel is now the largest motoring panel in Europe. It has become an invaluable resource used by the AA to speak on behalf of drivers in the media. The research has generated coverage for the AA across a range of national news outlets and is used to engage industry organisations and government.


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