Data inputs

Two core sources of information have been used to build TrueTouch:

Quantitative data

Experian’s UK Consumer Dynamics Database provides information on all UK individuals, their demographics, lifestyles, attitudes and responsiveness to media. It includes information from publicly reported sources such as the ‘edited’ electoral roll, company directors, shareholders, and council tax, as well as Experian’s proprietary lifestyle information taken from its programme of consumer surveys.

This data provides a comprehensive and unambiguous view of every UK individual’s key demographic and lifestyle characteristics.

Information on media consumption is taken from authoritative sources of media and market research such as Forrester’s Technographics and Internet User Monitor, Hitwise Internet research and Future Foundation’s nVision.

Qualitative research

Experian’s quantitative data is supported by the Future Foundation’s in-depth research on consumers' decision making. This was based upon an initial sample of 1,500 consumers, followed by a further detailed survey of 1,000 respondents. This data was used to help compile the six TrueTouch decision making styles.