01 May 1998

In last month’s Marketing Mix we reported that Taylor Nelson AGB [now Taylor Nelson Sofres] had 'slipped quietly into the consumer lifestyle survey market'. Taylor Nelson informs us that it is not 'slipping quietly, or otherwise' into that market. The venture is instead described as 'a new customer loyalty modelling system that can be applied to customer databases'. However, Debrief has a copy of the four-page Family Matters questionnaire, the back page of which is largely devoted to questions that by any industry criteria can be described as 'lifestyle'. Whether or not Taylor Nelson’s entry into this market was 'quiet' is admittedly a subjective judgement. However, the company’s PR department appeared to be unaware of the project when Debrief initially contacted it for further information and no PR release was then available. How much quieter can you get?