Introducing Project Britain

Project Britain is a long-term study created by Carat, the UK's leading independent media agency.

Our aim is to harness our consumer insight resources to stimulate fresh thinking and new ideas for our clients' brands, and encourage debate throughout the advertising community.

Over time, our team of experts will publish a series of micro studies - or 'Pixels' - exploring various aspects of UK society. Pixel-by-pixel, we hope to create an alternative picture of the British consumer landscape that can be put to work by marketers.

Developing actionable insights

The first Pixel is Generation Jones: The unseen opportunity. Using new research, we explore how to connect with difficult-to-reach consumers through an alternative approach to generational targeting.

The second Pixel is Singledom, a in-depth study into single adults – Britain’s fastest growing population – and how to make sure your brand makes the most of this valuable group

To receive email updates please click here. To find out more about Carat visit www.carat.co.uk. To ask the team a question about anything you see here visit our interactive forum.

The Project Britain team

Led by Carat Strategy Director John Coll, the Project Britain team draws on the knowledge of experts from across our business for its communications insights. Areas include: communications planning, implementational media planning & buying, sponsorship and association marketing, and customer data planning.

For each Pixel, we have at our disposal the tools and expertise of our research team, Carat Insight, which was recently judged to be best in the industry according to a Mediaweek/Ocean Consulting poll.

The tools for the job

As well as qualitative research including focus groups and bespoke quantitative surveys, we make full use of Carat's proprietary Consumer Connections Study of 10,000+ UK adults.

Other products include Connect 27 - the most up-to-date segmentation of the UK population, and Media States - a new tool mapping the emotional and rational needs that people have of media.

By combining our resources and expertise, the team aims to provide a platform for new communications insights and, ultimately, make the following pages a stimulating and useful read.

Jump to Pixel 1: Generation Jones