A high profile thought leadership study for Newsworks.  MTM demonstrated the enduring, emotional relationship that consumers have with their favourite newsbrand, which still exists for those who engage via digital platforms, and also demonstrated that advertiser brands benefit from a transfer of these positive perceptions.  We used an implicit response test to measure subconscious brand associations, and in-home qualitative visits. This was the most-downloaded study for Newsworks at that time, and shifted industry perceptions of them as a trade body.