Populus Rolls Out 'Diversity Index'

In the UK, Populus Group has launched the Populus Diversity Index, promising previously unattainable insight into 'the most diverse groups' representing around 10 percent of Britons.

The Group, which includes polling firm Populus and fieldwork and data delivery firm Populus Data Solutions, says it has developed the index in response to the increasingly diverse nature of British society. Individuals in this 'most diverse' group are typically, though not exclusively, younger, more ethnically and religiously diverse, have higher educational attainment and live in more densely populated areas. In addition, they are open to embracing change and report stronger awareness of and affinity to disrupter brands than the total population.

Available as an analysis variable on the Populus online omnibus of 2,000 nationally representative adults which runs three times a week, the new index uses advanced multivariate statistical analysis based on years of research, while combining demographic characteristics with people's views and values. Weighted in favour of how respondents relate to topics and sentiments and their relationship to the external environment, the index can be applied as an analysis variable in all ad hoc surveys.

Karsten Shaw (pictured), Head of Analytics, comments: 'Rather than just focusing on demographics - which are often no longer as discriminating as they used to be - this index is highly predictive of the performance of leading and disrupter brands as well as political and wider attitudes. It introduces a unique and powerful lens through which organisations can understand the most 'diverse' groups in society and will allow them to cater for these audiences'.

Web sites: www.populus.co.uk and www.populusdatasolutions.com .