The news brand’s consumer research capability is now available to brands and educational institutions for attitudinal research and real time audience insights
Based on proprietary polling technology and powered by News UK’s first-party data platform, Nucleus, Sun Polls was developed to survey The Sun’s online audience to gain real-time attitudinal insights. On average, these polls receive thousands of responses in less than 24 hours.
The Sun is now extending access to Sun Polls to allow brands and educational institutions to gather consumer insights and sentiment on a broad range of topics from The Sun’s large and representative reader audience.
Polls can be placed within specific editorial contexts to ensure they reach consumers who are engaged with a specific topic, further refining the research’s validity.
Sun Polls enables brands to refine their advertising and marketing campaigns in real time, based on genuine consumer insight. With declining availability of third-party data, this insight will become more valuable than ever in increasing advertising effectiveness.
One of the first brands to deploy Sun Polls was Travel Republic, who used Sun Polls to get up-to-the-minute insights around consumer attitudes to travel.
Antonio Fellino, managing director at Travel Republic, said: “The feedback from the Sun Polls gave us valuable insight into current consumer habits and sentiment around booking holidays. This was then used to inform our ‘Power to the People’ Manifesto, with the key themes focused on ‘Customer service you can trust’, and ‘Good value for money’.
“The Sun’s readership is a great reflection of our core customer base, and so knowing what they want from their travel partner and what drives their travel decisions is vital for us to know.
“The intel we got from the polls and particularly the speed of response has been of great benefit to us and is helping us drive our vision to be the People’s Travel Champion.”
Paul Hood, The Sun’s digital development director, said: “Our Sun Polls tool has proven invaluable in keeping our finger on the pulse of the Nation, to ensure we reflect the voice of the people.”
He added: “Our audience is tremendously responsive to polls, which means we can quickly deliver a large panel response that tells you what real people are thinking right now.
“As brands look at new ways to better understand and reach their consumers, especially with the decline of cookies, Sun Polls has the potential to be a key part of this new data mix.”
