Download - NI TGI Snippets 2013
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AUGUST 2013
NORTHERN IRELAND TGINEW AREAS AND TRENDS 2013
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EXTENSION OF THE WHY
Exploring the reasons for
which we choose a brand
or a product
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CONSCIOUS CHOICES
QUESTIONNAIRE EXAMPLES
Decision shortcuts - rational criteria
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CONSCIOUS CHOICES: HOTELS
DISCOVERING THE BEST LEVERS
FACTORUNCONSTRAINED
COUPLES
PRIMARY
SCHOOL
PARENTS
Price 137 99
Dates of stay 130 119
Reputation of the hotel 106 89
Last minute offers 99 216
Hospitality 110 77
Choice of Services 118 156
Personal recommendation 93 73
User reviews 124 99
The overall package (accommodation, meals,services)
88 78
Family friendly/clubs for children 51 207
The surrounding environment/location 171 82
Most important deciding factors when
choosing hotels
Base: All Adults 15+ Source: NI TGI 2013
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SHOPPER ARCHETYPES
A TGI SEGMENTATION OF FMCG SHOPPERS
Allows marketers to pinpoint specific
targets amongst seven mutually
exclusive groups of shoppers
Understand the who, why and how of
shopper behaviour by profiling groups
against the full range of TGI variables
(attitudes, media, leisure etc.)
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SHOPPER STRATEGIES
INTRODUCING THE ARCHETYPES
Convenience
Kings
Driven by convenience in
general, locality, opening
hours, parking, ease of
use etc.
Ethical
Empathisers
Driven by ethical
considerations such as
Fair Trade, animal
welfare, protection of the
environment
Accustomed
Acquirers
Driven by routine, have
narrow brand repertoire,
more likely to be solus
shoppers and tend to
want to stick to tried and
tested products / brands
Promiscuous
Purchasers
Driven by value, bargain
hunters, have large brand
repertoires, dont like the
idea of sticking to only a
few brands
Quality
Crusaders
Driven by superior quality
and happy to pay a
premium for it
Conscious
Connoisseurs
Savvy and passionate
shoppers who get foodknowledge from
magazines,
professionals, word of
mouth, read ingredients
and labels
Strategic
Savers
Driven by lowest price tomeet strict budget,
attracted by sales and
promotions, special offers
and loyalty schemes
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SHOPPER STRATEGIES
INTRODUCING THE ARCHETYPES
ConvenienceKings
EthicalEmpathisers
AccustomedAcquirers
PromiscuousPurchasers
Quality
Crusaders
Conscious
Connoisseurs
Strategic
Savers
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SHOPPER STRATEGIES
ARCHETYPE POPULATIONS
Shopper Archetype % ofPopulation
Weighted
Convenience Kings 7 56
Ethical Empathisers 10 81
Accustomed Acquirers 16 131
Promiscuous Purchasers 9 71
Quality Crusaders 21 171
Conscious Connoisseurs 4 35
Strategic Savers 32 261
Base: All Main Shoppers 15+ Source: NI TGI 2013
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High Indexing
Purchasing Factors(By Index)
CONVENIENCE KINGS
PROFILE
75% 25%
Gender Split
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
15-24 25-34 35-44 45-54 55-64 65+
Age Split
Factor Index Vert .%
Opening Hours 494 84%
Advertising 490 23%
Parking 122 29%
Base: All Main Shoppers 15+
All Main
Shoppers
CKs
Average WeeklyShopping Spend:
84.10(+1% Main Shopper Average)
Top Food Retailers(By Index)
187(16%)
148(39%)
134(13%)
Source: NI TGI 2013
Top Food Brands(By Index)
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High Indexing
Purchasing Factors(By Index)
QUALITY CRUSADERS
PROFILE
73%(101)
28%(98)
Gender Split
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
15-24 25-34 35-44 45-54 55-64 65+
Age Split
Factor Index Vert .%
Quality of
products
136 39%
Fresh Food 102 34%
Range of
products100 26%
Base: All Main Shoppers 15+
All Main
Shoppers
QCs
Source: NI TGI 2013
Average WeeklyShopping Spend:
87.70(+6% Main Shopper Average)
Top Food Retailers(By Index)
121(34%)
121(32%)
118(25%)
Top Food Brands(By Index)
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PRACTICAL APPLICATIONS
BRANDS & RETAILERS
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PRACTICAL APPLICATIONS
SUPERMARKETS
Base: All Main Shoppers 15+ Source: NI TGI 2013
20
40
60
80
100
120
140
160
180
200
ConvenienceKings
EthicalEmpathisers
AccustomedAcquirers
PromiscuousPurchasers
QualityCrusaders
ConsciousConnoisseurs
StrategicSavers
Index
Sainsburys Magnum
Here we can see the Shopper Archetypes that
are most likely to contain visitors to
Sainsburys and consumers of Magnum.
Sainsburys and Magnum both have a strong
synergy with Promiscuous Shoppersand
Quality Crusaders.
Next steps are to discover the media that best
reach these two archetypes
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PRACTICAL APPLICATIONS
HOW TO REACH THESE GROUPS (HEAVIEST MEDIA)
13
0
50
100
150
200
Newspapers
Magazines
Television
InternetOutdoor
Media
Cinema
Radio
Average
Quality Crusaders
Promiscuous Shopppers
Base: All Main Shoppers 15+ Source: NI TGI 2013
NORTHERN IRELAND TGI 2013
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NI TGI SPONSORS PRESENTATION 2013
Digital Trends
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Multi-Screening is ever-more mainstream...
The average consumerhas access to as many
as 5digital screens
Almost one third of theinternet population
use 3 or moreconnected devices
The average ageof a smartphone/
tablet owner is 37.5
27% agree thatthey need to be able
to access their
social networkprofile daily
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....newspaper multi-screeners
Hardcopy and online visitation are not exclusive.Between 8 and 18% of audience will be dual mode
These dual users are heavy press (Quintiles 1-2)and heavy online (Quintiles 1-2)
The group are more likely to be upper social gradeand upper socio-economic level
61% more likely than average reader to buy onlinebased on a promotion or offer
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The Tablet market
19% of the population now own a Tablet: a 125% increase on TGI 2012
47% of app users will have downloaded from a traditional media brand
56%who download news brand apps will be 15-34
NORTHERN IRELAND TGI 2013
218,000 people own an e-book
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FURTHER SOURCES OF INFORMATION
TGI Subscriber Area (www.kantarmedia-tgiie.com) Release Dates Articles and Charts
TGI Glossary and FAQs
TGI Client Service TGI Hotline: +44 (0)20 8433 4000
@tgi_kantarmedia
Kantar Media UK
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