Nov. 4 Is Deadline for Custom Questions to ICOM Survey

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ICOM Information and Communications Inc. said yesterday that the deadline to add custom questions to its next Shoppers Voice survey is Nov. 4.


Each year, ICOM mails 50 million surveys to U.S. households and 5 million to Canadian households. A new survey goes to new households every six months. Each household voluntarily self-reports lifestyle data about its purchasing behaviors, interests, preferences and key demographic information, providing more than 1,500 data points to help marketers target the precise consumers they seek.


Consumers enjoy completing the surveys, ICOM said, because, in return, respondents get a unique, customized mailing tailored to their individual needs. ICOM surveys generate the highest response in the industry, 15 percent to 18 percent response versus the industry average of 2 percent to 5 percent.


In addition, ICOM said its TargetSource database is the largest responder database available. The database lets marketers access more than 26 million individuals, featuring more than 1,000 self-reported lifestyle, demographic, behavior and interest selections.


ICOM, Toronto, said customer questions let marketers collect relevant, self-reported information, then match that information with targeted communication from leaders in the packaged goods and direct response industries.


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