emrooz marketing research co. (emrc) - target group index (tgi) profile
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The New Opportunity In Marketing AndMedia Research
TGI
Who are using TGi?
What kind of questions TGi can answer?
Which methodology and sampling methodis used by TGi?
Who are TGi population?
What is TGi?What are benefits of using TGi?
TGIWhat kind of information is covered by
TGi survey?
Which methodology is used in Iran?
Which tools and methodologies are used toanalyze the results?
Sample Report
Which methodology and sampling methodis used by TGi?
How can reach the results?
• TGI was first started in Great Britain in 1969
• provide the advertising and media industries with a
means of describing target groups
• The most widespread marketing research
About TGIAbout TGI
• TGI was first started in Great Britain in 1969
• provide the advertising and media industries with a
means of describing target groups
• The most widespread marketing research
3
TGI
Who are using TGi?
What kind of questions TGi can answer?
Which methodology and sampling methodis used by TGi?
Who are TGi population?
What is TGi?
What are benefits ofusing TGi?
TGIWhat kind of information is covered by
TGi survey?
Which methodology is used in Iran?
Which tools and methodologies are used toanalyze the results?
Sample Report
Which methodology and sampling methodis used by TGi?
How can reach the results?
TGI StrengthsTGI Strengths
• Single-source marketing andmedia research
• Consumer attitudes
• Trend and changes analysis
• Effective targeting
• Large sample size
• Continuous research
• Multi dimensional research
• Fresh insights available rightnow
• Adaptation of international methodologyand standards
• Reduce wastage
• Increase sales & profits
• Multi-country comparability
• Market- leading source of information
5
TGI
Who are using TGi?What kind of questions TGi can answer?
Which methodology and sampling methodis used by TGi?
Who are TGi population?
What is TGi?
What are benefits of using TGi?
TGIWhat kind of information is covered by
TGi survey?
Which methodology is used in Iran?
Which tools and methodologies are used toanalyze the results?
Sample Report
Which methodology and sampling methodis used by TGi?
How can reach the results?
Who Use TGI?Who Use TGI?
AdvertisingAgencies
EffectivePlanning
The Outcome Is Growth In Business . . .
MediaOwners
Understanding TargetMarket
BrandOwnersThe Best Way To
Communicate
7
TGI
Who are using TGi?
What kind of questionsTGi can answer?
Who are TGi population?
What is TGi?
What are benefits of using TGi?
TGIWhat kind of information is covered by
TGi survey?
Which methodology is used in Iran?
Which tools and methodologies are used toanalyze the results?
Sample Report
Which methodology and sampling methodis used by TGi?
How can reach the results?
Understanding The ConsumerUnderstanding The Consumer
• What is the demographic specifications ofconsumers of the product category /brands?
• How consumers of the product category /brands think or act?
• What is their life style? And how it affectstheir choice?
• How consumers life style and their mediahabit changed? (Trends)
• What is the demographic specifications ofconsumers of the product category /brands?
• How consumers of the product category /brands think or act?
• What is their life style? And how it affectstheir choice?
• How consumers life style and their mediahabit changed? (Trends)
9
Understanding The MarketUnderstanding The Market
• What is the usage pattern of productcategory
• How can segment the market? What isthe specifications of each segment?
• How is the competitors’ positions intarget market?
• Who are the best target groups for theproduct category?
• What is the usage pattern of productcategory
• How can segment the market? What isthe specifications of each segment?
• How is the competitors’ positions intarget market?
• Who are the best target groups for theproduct category?
10
Consumers Media HabitConsumers Media Habit
• How consumers lifestyle affects their media
habit?
• How consumers spend time on different media?
• What is the best way to communicate
consumers?
• How can develop a customized advertisingcampaigns for each target?
How to createrelationships
between brandsand consumer for
better businessresults
Whothey are?
• How consumers lifestyle affects their media
habit?
• How consumers spend time on different media?
• What is the best way to communicate
consumers?
• How can develop a customized advertisingcampaigns for each target?
How to createrelationships
between brandsand consumer for
better businessresults What
are thebest
media?
Wherethey
located?
11
TGI
Who are using TGi?
What kind of questions TGi can answer?
Which methodology and sampling methodis used by TGi?
Who are TGi population?
What is TGi?
What are benefits of using TGi?
TGIWhat kind of information is covered by
TGi survey?
Which methodology is used in Iran?
Which tools and methodologies are used toanalyze the results?
Sample Report
Which methodology and sampling methodis used by TGi?
How can reach the results?
Geographical CoverageGeographical CoverageUrban householdsIndividual aged 15+17 Cities, 7 Region
Rasht
Sari
Tabriz
Gorgan
Mashhad
Khorramabad
Kermanshah
SanandajKaraj
Tehran
SamplesizeRegion
1,200Northwest
1,400North
Kerman
Isfahan
Yazd
Khorramabad
Ahvaz
Shiraz
1,400North
1,400West
1,200Central
1,400East
1,700South
2,100Tehran &Karaj
10,400Total
13
TGI
Who are using TGi?
What kind of questions TGi can answer?
Which methodology andsampling method is used
by TGi?
Who are TGi population?
What is TGi?
What are benefits of using TGi?
TGIWhat kind of information is covered by TGi
survey?
Which methodology is used in Iran?
Which tools and methodologies are used to analyzethe results?
Sample Report
Which methodology andsampling method is used
by TGi?
How can reach the results?
MethodologyMethodology
• Continues Survey
• Collecting data
Field work- door to door
• Sampling method
Two stage Stratified- Random sampling
• Survey data collecting tool
Questionnaire
• Continues Survey
• Collecting data
Field work- door to door
• Sampling method
Two stage Stratified- Random sampling
• Survey data collecting tool
Questionnaire
15
TGI
Who are using TGi?
What kind of questions TGi can answer?
Which methodology and sampling methodis used by TGi?
Who are TGi population?
What is TGi?
What are benefits of using TGi?
TGIWhat kind of information is
covered by TGi survey?Which methodology is used in Iran?
Which tools and methodologies are used toanalyze the results?
Sample Report
Which methodology and sampling methodis used by TGi?
How can reach the results?
Life eventTime DiaryMediaLife StyleDemographics
Information CoverageInformation CoverageTGI Product and Services
Product and service categories :
• Food• Non -Alcoholic Drinks• Confectionary & Snacks
• Household Products• Toiletries & Cosmetics• Tobacco Products
• Financial Services• Travel & Holiday• Sport & Leisure Time
• Communication & Internet• Pharmaceutical Products
17
Product and service categories :
• Food• Non -Alcoholic Drinks• Confectionary & Snacks
• Household Products• Toiletries & Cosmetics• Tobacco Products
• Financial Services• Travel & Holiday• Sport & Leisure Time
• Communication & Internet• Pharmaceutical Products
• Shopping & Clothing
• Electronics and Other Personal Items• Durables• Motoring
Key QuestionsKey Questions
1- Did you use product …….. during last12months?Yes □ No □
Analysis:Penetration rate of product in targetpopulation
Analysis:Penetration rate of each type productin target population
If you did,Which type of product have you used?
SometimesMost often
1) Type A □ □2) Type B □ □3) Type c □ □
If you did,Approximately, How often?1) Once a day or more □2) Two or three times a week □3) Once a week □4) Two or three times a month □5) Once a month or less □
Analysis:Penetration rate of each type productin target population
18
If you did,Which type of product have you used?
SometimesMost often
1) Type A □ □2) Type B □ □3) Type c □ □
Analysis:
1. Product consumption level2. Average usage occasions in a
certain period3. Frequency and usage occasions
Key QuestionsKey Questions
4- Which brands did you buy?Sometimes Most often
1) Brand A2) Brand B3) Brand C4) Brand D5) Brand E
Other brands ....
Analysis:1. Study change trend during
different periods2. Loyal users3. Study penetration rate of
each Brand4. Brand positioning5. Market segmentation6. Analyzing shopping habit
5- have you bought this product in the last 12 months as new?Yes □ No □
6- How much have you paid for this product?1. 200 – 400 thousand Tomans2. 401 – 600 thousand Tomans3. 601 – 800 thousand Tomans4. More than 800 thousand Tomans
4- Which brands did you buy?Sometimes Most often
1) Brand A2) Brand B3) Brand C4) Brand D5) Brand E
Other brands ....
Analysis:1. Study change trend during
different periods2. Loyal users3. Study penetration rate of
each Brand4. Brand positioning5. Market segmentation6. Analyzing shopping habit
19
Product and Services
Information CoverageInformation Coverage
• Age-gender Combination of population.
• Geo demographics.
• Socio-Economic level
• Personal / Household income
• Working Status respondent / main earner
• Marital Status
• Type of Personal House
• Number of People in household
....
TGI Life eventTime DiaryMediaLife StyleDemographics
• Age-gender Combination of population.
• Geo demographics.
• Socio-Economic level
• Personal / Household income
• Working Status respondent / main earner
• Marital Status
• Type of Personal House
• Number of People in household
....
20
Product and Services
1) I would consider going to a leisure trip
abroad at the moment .
2) I spend a lot on clothes.
3) I spend a lot of money on toiletries and
cosmetics for personal use....
1) I am not good at saving money.
2) I leave the financial arrangements in our
home to someone else.
3) I look for profitable ways to invest my
money.
…
Information CoverageInformation Coverage
• Health
• Holidays
• Environment
• Food & Drink
• Finance
• Media• and much more.
TGILife eventTime DiaryMediaDemographics Life Style
1) I would consider going to a leisure trip
abroad at the moment .
2) I spend a lot on clothes.
3) I spend a lot of money on toiletries and
cosmetics for personal use....
1) I am not good at saving money.
2) I leave the financial arrangements in our
home to someone else.
3) I look for profitable ways to invest my
money.
…
Definitely disagree Tend to disagree Neither agree nor disagree Tend to agree Definitely agree
Definitely Disagree Definitely Agree
• Health
• Holidays
• Environment
• Food & Drink
• Finance
• Media• and much more.
21
Attitudes And BeliefsAttitudes And Beliefs
Analysis
Analyzing respondents life style
Gaining Information on values and beliefs
Brand positioning
Market segmentation
An identification of effective factors on consumer choice
Advertising Campaign design based on target group
attitudes and life style
Evaluation main goals:• Qualitative analysis beside quantitative analysis• Accurate description of target group
Analysis
Analyzing respondents life style
Gaining Information on values and beliefs
Brand positioning
Market segmentation
An identification of effective factors on consumer choice
Advertising Campaign design based on target group
attitudes and life style
22
Product and Services
Results:• Target groups media habit• Optimize Media Planning• Increase campaigns’ effectiveness
– Reach– Frequency– GRPs
• Creative massage for Ads.
• Broadcast Media• Press• Outdoor• Cinema• Internet• SMS• Word of mouth
Key Questions:
FrequencyRecency
Information coverageInformation coverageTGI Life eventTime DiaryDemographics Life Style Media
Results:• Target groups media habit• Optimize Media Planning• Increase campaigns’ effectiveness
– Reach– Frequency– GRPs
• Creative massage for Ads.
• Broadcast Media• Press• Outdoor• Cinema• Internet• SMS• Word of mouth
23
Media CoverageMedia CoveragePress
• Number of press read• Time period• The amount of time spent• Newspaper, magazine titles:
– Newspaperso Generalo Sportso Economical
– Magazineo Weekly magazineo Fortnightly magazineo Monthly magazineo Quarterly magazine
• Topics of interests
•
Outdoor Advertisement
• Exposure rate for outdoor advertisementsings during last week
• Preferred place to see advertisements
• Number of press read• Time period• The amount of time spent• Newspaper, magazine titles:
– Newspaperso Generalo Sportso Economical
– Magazineo Weekly magazineo Fortnightly magazineo Monthly magazineo Quarterly magazine
• Topics of interests
•
24
Key QuestionsKey Questions
1. Have you read or “looked at” newspaper in past six month?1)Yes 2) No2. How many newspapers have you read or “looked at” during thelast week?None 1-2 3-4 5-9 10 or More3.How many hours a week do you read newspapers?1) Less Than 1 Hour2) 1 -2 Hours3) 3 -4 Hours4) 5 -6 Hours5) 9 Hours or more
B ) Last TimeA ) In Last year
Longer ago(3M
onths)
Within Past3
Months
Within Past4
Weeks
Within Last7
Days
Today/Yesterday
Lessthan2
Times in a
Month
2-3Tim
es a Month
1-2Tim
es a Week
3-5Tim
es a Week
Every Day
DailyN
ewspapers
1. Have you read or “looked at” newspaper in past six month?1)Yes 2) No2. How many newspapers have you read or “looked at” during thelast week?None 1-2 3-4 5-9 10 or More3.How many hours a week do you read newspapers?1) Less Than 1 Hour2) 1 -2 Hours3) 3 -4 Hours4) 5 -6 Hours5) 9 Hours or more
Longer ago(3M
onths)
Within Past3
Months
Within Past4
Weeks
Within Last7
Days
Today/Yesterday
Lessthan2
Times in a
Month
2-3Tim
es a Month
1-2Tim
es a Week
3-5Tim
es a Week
Every Day
DailyN
ewspapers
EbtekarAbrar
AsrarEtellaat
Etedal...
Others
25
Cinema• Frequency• Last gone• Favorite movie type• Movie type seen in last 3
months
TV & Radio• Frequency• Audience rate for channels• Day part watching time
Saturday to Wednesday Friday & Thursday Yesterday
• Topic of interest
Media CoverageMedia Coverage
TV & Radio• Frequency• Audience rate for channels• Day part watching time
Saturday to Wednesday Friday & Thursday Yesterday
• Topic of interest
Internet• Frequency• Hours of internet use• Kind of Connection• Visited Websites• Online purchasing• Internet Ads
Very likely toconvince others
Talked to manydifferent people
A large amount ofknowledge
Word of Mouth
26
Product and ServicesDemographics Life Style
Information CoverageInformation Coverage
Time dairy
TGI
Finishing High school(Diploma)Going to militaryStarting first jobUnemploymentMoving out from parentshouse
MarriageLand/House ProcurementMain improvement of thehouseFirst child birth...
Which of below eventsA) Have you experienced in the last 12 months?B) Will you experience In next 12 months?
Life Events
Media Time Diary & Life event
During the day or night:
Where were you?
Who were you with?
What were you doing?
• Hours of being exposed to advertisement• Daily activities plans• Designing appropriate campaigns
• Identification of audience usage pattern in differentoccasions
• Study trend of most important change in audiencelife
• Audience segmentation based on living situation• Identification of target group characteristics
Finishing High school(Diploma)Going to militaryStarting first jobUnemploymentMoving out from parentshouse
MarriageLand/House ProcurementMain improvement of thehouseFirst child birth...
27
TGI
Who are using TGi?
What kind of information is covered by TGisurvey?
What kind of questions TGi can answer?
Which methodology and sampling methodis used by TGi?
Who are TGi population?
What is TGi?
What are benefits of using TGi?
TGI What kind of information is covered by TGisurvey?
Which methodology isused in Iran?
Which tools and methodologies are used toanalyze the results?
Sample Report
How can reach the results?
TGI in IranTGI in Iran
In data collection process used questionnaire andinterviewers :-Face to Face interview
Time Diary
Demographics-Self completion
Media consumption
Product and services usage
Attitudes and life style
The exclusive license of TGI from kantar media.
Under governmental permissions.Started in 2002.
10,000 random samples per annum (Two waves of5,000).
In data collection process used questionnaire andinterviewers :-Face to Face interview
Time Diary
Demographics-Self completion
Media consumption
Product and services usage
Attitudes and life style
The exclusive license of TGI from kantar media.
Under governmental permissions.Started in 2002.
10,000 random samples per annum (Two waves of5,000).
Expand the results to real urban household/ individualpopulation in target cities.
29
AccompanyscrutinyCall back checking,
TGI in IranTGI in Iran
DataCollection
QualityControl
DataEntry
AccompanyscrutinyCall back checking,Data analysis
30
TGI
Who are using TGi?
What kind of questions TGi can answer?
Which methodology and sampling methodis used by TGi?
Who are TGi population?
What is TGi?
What are benefits of using TGi?
TGIWhat kind of information is covered by TGi
survey?
Which methodology is used in Iran?
Which tools and methodologies areused to analyze the results?
Sample Report
Which methodology and sampling methodis used by TGi?
How can reach the results?
Analyzing ToolsAnalyzing Tools
Target group analysis
Demographic characteristics
Attitudes and life styles
Market segmentation
Design specific marketing and advertisement
plans for each sector
Optimize media plans
Budget optimization of advertisement plans
Designing advertisement plans
Estimation of advertising plans effectiveness
indices
Correspondents mapping
Brand positioning
Creating advertisement messages
Trend analyses
Study trend changes of products and services
usage pattern
ClusterAnalysisTrend
CorrespondenceMapping
Target group analysis
Demographic characteristics
Attitudes and life styles
Market segmentation
Design specific marketing and advertisement
plans for each sector
Optimize media plans
Budget optimization of advertisement plans
Designing advertisement plans
Estimation of advertising plans effectiveness
indices
Correspondents mapping
Brand positioning
Creating advertisement messages
Trend analyses
Study trend changes of products and services
usage pattern
ClusterAnalysis
ChaidMediaReport
32
TGI
Who are using TGi?
What kind of questions TGi can answer?
Which methodology and sampling methodis used by TGi?
Who are TGi population?
What is TGi?
What are benefits of using TGi?
TGIWhat kind of information is covered by TGi
survey?
Which methodology is used in Iran?
Which tools and methodologies are used toanalyze the results?
Sample Report
Which methodology and sampling methodis used by TGi?
How can reach the results?
ResultsResults
Costumers may access data through one of below two ways:
1. To be subscriber of survey data :
• Some products• Some sectors
Software Installation on a PC, Which is confirmed by “emrc”. Annualsubscription update clients to the latest data (at least two waves per year) aswell as provide professional software for reporting and training course for theirstaff to prepare various reports
Costumers may access data through one of below two ways:
1. To be subscriber of survey data :
• Some products• Some sectors
Software Installation on a PC, Which is confirmed by “emrc”. Annualsubscription update clients to the latest data (at least two waves per year) aswell as provide professional software for reporting and training course for theirstaff to prepare various reports
34
ResultsResults
2. Receiving Customized Reports :
• Reports about market overview, User 360º, Media habit, Attitude and
lifestyle of consumer will be prepared by “emrc” experts and will be
available in PowerPoint format for costumers. By the request of consumer
a presentation meeting will be held.
• Total time required for providing these kinds of reports is 14 working days.
2. Receiving Customized Reports :
• Reports about market overview, User 360º, Media habit, Attitude and
lifestyle of consumer will be prepared by “emrc” experts and will be
available in PowerPoint format for costumers. By the request of consumer
a presentation meeting will be held.
• Total time required for providing these kinds of reports is 14 working days.
35
TGI
Who are using TGi?
What kind of questions TGi can answer?
Which methodology and sampling methodis used by TGi?
Who are TGi population?
What is TGi?
What are benefits of using TGi?
TGIWhat kind of information is covered by TGi
survey?
Which methodology is used in Iran?
Which tools and methodologies are used toanalyze the results?
Sample Report
Which methodology and sampling methodis used by TGi?
How can reach the results?
Sample ReportSample Report
Yes , 94%No, 3%
NotSatated, 3%
Tooth Paste Users Percentage
3%
Frequency
4Times a Day or More
2or3Times a Day
Once a Day
2or3Times a Week
Once a Week
Less than Once a Week
0% 50%
6%34%
45%9%
3%3% Light U
sersM
ediumU
sersHeavyU
sers
Loyal Consumers:
During last year morethan 30% of consumers usedonly one brand at least oncea week.
37
Sample ReportSample Report
Average Weekly UsageOccasions
1.9 in a week
12.3 in a week
32.5 in a week
50%
75%
100%
79%81%
14% 2%
Light Users
Medium Users
Average Weekly UsageOccasions
1.9 in a week
12.3 in a week
32.5 in a week0%
25%
Users UsageOccasions
6%17%
79% Medium Users
Heavy Users
38
Brand MapBrand Map
Crest
Signal
Darugar 1 - 2 - 3
Pooneh
Sensodyne
0% 15% 30%
Brand Ranks
Social Class C2DE
Close Up
Modern Nasim15-20
Brand Positioning
0% 15% 30%
21-29
50+
Social Class ABC1
Social Class C2DE
Darugar
Signal
Crest Sensodyne
Close Up
Paveh
Thrifty
Luxury
Nasim
Pooneh
40-49
15-20
30-39
BrandConscious
ExcitementSeekers
39
Life Style and AttitudeLife Style and Attitude
I am prepared to pay more for products that make lifeeasier.
% of Brand UsersIndex :
Difference from theProduct Users
% of Brand UsersIndex :
Difference from theProduct Users
Definitely agree with these statements.
17.6%83 11724.9%I am prepared to pay more for products that make lifeeasier.
Wearing a designer label makes me feel better.
When doing the household shopping I budget for everypenny.
You can judge a person by their driving .
I'm tempted to buy products I've seen advertised.
13.4%77
36.7%105
27.4%113
11.6%111
12521.7%
11841.3%
9122.2%
9713.3%
40
ThanksThanks
41
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