Hello! Magazine describes itself as providing ‘the latest celebrity and royal news from the UK and around the world’s, a description which does not bring the leading digital data collection provider to mind. Nevertheless, Research Now was in the magazine’s headlines following its survey on the future royal baby on 27 June.
At Mustard, we pride ourselves on our ability to listen to, and act upon a client’s need. Research Now wanted to appear in the popular press, so we suggested they carry out an international study to discover the public’s predictions for the birth of the royal baby: it’s been hard to miss the frenzy of press around the subject. Hello! Magazine has revelled in speculation over the future child of Kate Middleton and Prince William for some time – the couple are splashed on the front page regularly.
As a result of this increasing fascination with the future of the royal child, Research Now have not been alone in their investigation of the public’s opinions: Yahoo!, The Telegraph and Mumsnet have all been busy carrying out their own polls, alongside research companies such as IPSOS and the Centre for Retail Research.
Research Now’s poll shone through, and caught Hello! Magazine’s attention. It found the finding that most Brits (52%) believe child’s gender will be female most interesting as the pair revealed that they had opted out of finding out the sex of their baby. Spencer as the most popular boy’s name was noted as remarkable, as it is a reference to Diana’s maiden name.
Frankly, I would be lying if I said we haven’t considered framing this flirtation with Hello! Magazine; it was quite possibly the first time the eyes of its 500,000 daily readers had been exposed to Research Now, but I’m sure it won’t be the last.