emrooz marketing research co. (emrc) - target group index (tgi) profile

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


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 is TGi?

What are benefits ofusing TGi?


TGi survey?



Sample Report



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?



What is TGi?

What are benefits of using TGi?


TGi survey?



Sample Report



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?


What is TGi?



TGi survey?



Sample Report



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 is TGi?



TGi survey?



Sample Report



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?


Which methodology andsampling method is used

by TGi?


What is TGi?


TGIWhat kind of information is covered by TGi

survey?


Which tools and methodologies are used to analyzethe results?

Sample Report

Which methodology andsampling method is used

by TGi?


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 is TGi?


TGIWhat kind of information is

covered by TGi survey?Which methodology is used in Iran?


Sample Report



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

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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

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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


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

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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


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.

…


• 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


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

•

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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

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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


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 is TGi?


TGI What kind of information is covered by TGisurvey?

Which methodology isused in Iran?


Sample Report


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 is TGi?



survey?


Which tools and methodologies areused to analyze the results?

Sample Report



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 is TGi?



survey?



Sample Report



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 is TGi?



survey?



Sample Report



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

emrooz marketing research co. (emrc) - target group index (tgi) profile

Marketing

tgi population

ofusing tgi

kind of questions tgi

sampling methodis

sample reportwhich methodology

tgiwhat kind of information

kind of questionstgi

consumers life style