- Making us Altogether Happier as a Nation with Kate Adding 30% Extra Value to Royal Brand
The Royal Wedding is generating unprecedented levels of buzz, concludes the Metaphorix® Royal Wedding Report out today from award winning independent research agency Conquest into how the populace really feels about Kate and Will and their upcoming wedding. It shows that bride-to-be Kate adds a whopping 30% increase to levels of affection, inspiration and charisma for Prince William’s brand and that the wedding is contributing to a sense of national happiness at a time of austerity, with those happiest in their own lives also feeling most positive about the wedding. In short, the British are suspending cynicism for the event, with 71% believing it to be a good thing for the country rather than a drain on our national resources.
The Metaphorix® Royal Wedding Study uses avatar-based online research to uncover how we really feel, not just what we will admit to. Conquest reported levels of buzz eclipsing any other social phenomenon measured in the last 12 months, including Cheryl Cole, the World Cup or even the launch of the iPad. It appears a counter intuitive trend is emerging with the young expressing higher levels of positivity towards the couple and the event than those older, possibly confirming a surprisingly conformist trend amongst British youth. Intriguingly, a high level of excitement about the Big Day is also indicative of a higher state of personal happiness and well-being.
Significantly, people do not feel they know much about Kate, despite the long courtship, but already perceive her as stylish, glamorous and sophisticated, with these attributes transferring to the couple as a unit. Despite this lack of knowledge, there is much affection for her, she is seen as approachable and – crucially – someone they would like to be friends with. However, she is no feminist icon, not regarded as strong or independent, surely essential pre-requisites for a 21st century role model.
Says David Penn MD of Conquest “We have never seen so much buzz around an event before and it’s mostly fuelled by genuine joy about two very attractive young people tying the knot, although a fair percentage are also undoubtedly excited by the prospect of a day off”. The sheer impact of the event is confirmed by Conquest’s data suggesting that as many as 50% of the UK population will be tuned in on the big day.
The research was carried out with a national sample of 500 respondents by Conquest in the w/c 11th April 2011. It used Metaphorix®, an online, avatar-based research tool which goes beyond rationalised ‘opinions’ to show how people really feel about a given subject or brand.
Conquest carries out quantitative and qualitative research for Heinz, Pizza Hut, L’Oreal, GoCompare, ITN News, Nationwide, Lever Bros and KFC. It is a pioneer of innovative online research methodology, welding neuroscience, communications theory and cognitive linguistics.
For more information, copies of report, stats or photographs, please contact
Omer-li Cohen PR on 07831 733 804