UK Calling Campaign Awareness Research
On 1st July 2015, changes were implemented in the way that calls to some types of non-geographic numbers are being charged. A consumer understanding communications campaign under the banner of UK Calling was devised in support of the changes being made.
Kantar Media was commissioned by Ofcom to research consumer perceptions around these charges and to quantify the level of campaign awareness among consumers across the UK.
With five quantitative fieldwork periods - starting before the awareness campaign started (in January 2015) and ending after the implementation of the changes (in July 2015) - it was possible to highlight how key performance indicators such as awareness and level of concern trended throughout the UK Calling campaign.