The brand tracker project
The British Transport Police (BTP) approached OnePoll in early 2022 looking to gather insight on the publics awareness of them in general, and perceptions of BTP. The aim of the brand tracker was to look at data over the course of a year to examine changes in perceptions over this period. Specific questions were to be changed each quarter dependent on the campaign which BTP were most focused on at the time.
The research
It was decided to run a monthly survey to respondents in England, Scotland, and Wales with minimum quotas on the latter two regions. As well as this to collect the right type of respondents, quotas were set on frequent (twice per week or more) and infrequent (fortnightly or weekly) train/tram/tube users, with those who travel in the given ways less than fortnightly not entering the survey. Each month, 665 respondents are polled with tables delivered at the end of the month, then at the end of each quarter the pool of 2000 from the past 3 months are collectively analysed. To ensure validity of responses, there is a 6 month period before the same respondents can be re-used. Cross-breaks are to be delivered on both sex and gender identity (whether this matched with their registered sex at birth), age, region, ethnicity, and frequency of travel.
The result
The first wave of the brand tracker was completed in March to early April 2022. From the first 2 months, awareness of BTP was seen in at least two thirds of respondents (minimum 68%). Awareness of knowledge that you can text BTP was also measured, with almost half (49%) saying they knew the number to text in wave 2, compared with 36% in wave 1.
Excel tables are delivered monthly, along with quarterly executive summary reports, with comparisons of the months beforehand and how things have changed. By the time of the 2nd quarterly report, comparisons will then be made with the first quarter and so on.