Two Sides, Print Power and VTT, the Technical Research Centre of Finland, are carrying out a study on how consumers from 15 countries, including the United States and Australia, perceive print advertising. The objective of the study is to better understand the role that print now plays in our everyday lives.

The study will be carried out in two phases; first as a questionnaire and then as a discussion and innovation forum. The questionnaire consists of six short stories, each describing a different media use situation. Consumers are invited to read the stories and rate how well the stories fit into their lifestyles and media use habits. Also, attitudes towards advertising in different media channels are studied.

In the second phase small groups of consumers from different countries will be invited to provide more detailed information on their media use habits. The focus will be on finding out what kind of needs and expectations people have for print advertising and examine the role of print products in everyday life.

Martyn Eustace, Two Sides Director states, “In a multi-channel world we have to understand how consumers relate to print and how reading habits are being impacted by new media. This will give us valuable insight, ensuring that our promotion of print as a highly effective and sustainable media is clearly focused on consumers’ reading preferences.”

To participate in the survey visit the Two Sides UK website at www.twosides.info and click on the survey link on the home page.