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2012 media dynamics and the coalition consumer: elephant communications and HPI join forces to run free "super seminar" for in-house teams

Press release   •   Dec 15, 2011 20:09 GMT

For the New Year, elephant communications is joining forces with HPI Research to run a series of free open-house seminars for in-house PR, marketing and insight executives on their latest research probes. The sessions will be held in London in late January 2012.

Guy Bellamy, Managing Director of elephant communications will present the findings of new research, which explores the changing face of news consumption in the UK. The new material, prepared for a number of university lectures this winter, will be available publicly for the first time. Bellamy's session will examine whether content or channel is king to the news consumer and will examine whether the economic downturn or technology is proving most significant in shaping how people follow the news. The study will also reveal the story themes and topics that people say they want to follow in 2012, will reveal the types of news media that are growing in popularity and will report on consumer reaction to many of the new online and mobile formats of news supply that have emerged in recent years.

Juliet Strachan, Managing Director at HPI research will showcase the latest findings from HPI's long-running 'Coalition Consumer' study, a far-reaching and in-depth exploration of consumer outlook and financial coping strategies under the coalition government. The tracking study follows people's hopes and fears, economic confidence and financial outlook and adopts an attitudinal approach to share an insightful and dynamic understanding of consumer responses to the economic downturn.

Both these areas of research shed light on consumer behaviour and attitudes during challenging economic times and the new material will prove useful in helping in-house PR and marketing teams consider strategies and themes for the year ahead. Both studies will bust myths, ask questions and help organisations to put the consumer truly at the heart of their thinking for 2012.

This is the first time Juliet and Guy have collaborated on a shared platform, although they are familiar with each other's work and each is recognised as an expert in their field.

Guy comments: "Juliet's team at HPI have created something rather special with the Coalition Consumer. This research series offers an honest and authentic take on how consumers are really feeling and coping. There is no spin or agenda to this research; it's direct, fresh and hugely insightful. I have followed Juliet's series with interest for a number of years and it is an evocative study that really enables you to see the world through the consumer's eyes and to ask questions about audience engagement."

Juliet Strachan commented: "Guy has established a loyal following for his insights on news dynamics and the new work he has created for university sessions this winter will provide new and fresh perspectives on a research subject with which Guy has become synonymous. He presents information in an engaging way and I have no doubt his new data will offer surprises and insights for the communications professionals trying to navigate the multi-faceted media world."

The free seminars will be ticket-only events and will be issued on a first-come first-served basis. For further information on locations and dates and to book a place, contact

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