The Private Life of Mail: Mail in the Home, Heart and Head.

Digital media has changed the advertising world. It has brought a variety of new
platforms through which brands and consumers can communicate and share
experiences, from social media forums to e-commerce channels. As a result, new
ways to create and enhance consumer relationships are evolving all the time, as
is the ability to collect and analyse vast amounts of data on consumer behaviour.
We’ve also seen constant change in the way people interact with media such as
TV and the internet.
What digital media hasn’t changed is people. We are still physical creatures that thrive
on human contact and stimulation. Giving, receiving and handling tangible objects
remain deep and intuitive parts of the human experience. In the never-ending stream
of two-way virtual communication, sending a direct sensory experience of your brand
can mark a pivotal moment in the customer journey.
We want to help you understand why this moment matters by giving you
unprecedented access to the homes, hearts and heads of UK consumers.
These findings are the result of over 18 months in-depth investigation. We used
a combination of traditional and new methods in the field of market and media
research, including ethnography, quantitative and neuroscience research,
interviews and analysis. 

Publication: 
Royal Mail
Author: 
Royal Mail
Document Type: 
Research
Paywall: 
Free

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