ROI TGINEW AREAS AND TRENDS 2013

EXTENSION OF THE WHY

Exploring the reasons for which we choose a brand or a product

ROI TGI 2013

CONSCIOUS CHOICESQUESTIONNAIRE EXAMPLES

Decision shortcuts - rational criteria

ROI TGI 2013

CONSCIOUS CHOICES: ELECTRICAL ITEMSUNDERSTANDING PURCHASE DECISIONS

Most important deciding factors when choosing electronic items

Base: All Adults 15+ Source: ROI TGI 2013

ROI TGI 2013

Criteria Fledglings

Innovation 172

Design 158

Compact Size 128

Availability 115

Professional Recommendations

113

Criteria Hotel Parent

Sales Service 171

After Sales Service 135

Ease of use 134

Reliability 125

Friend / Family Recommendations

124

SHOPPER ARCHETYPESA 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.)

ROI TGI 2013

SHOPPER STRATEGIESINTRODUCING THE ARCHETYPES

Convenience Kings

Driven by convenience in general, locality, opening hours, parking, ease of

use etc.

EthicalEmpathisers

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, don’t like the idea of sticking to

only a few brands

QualityCrusaders

Driven by superior quality and happy to pay a

premium for it

Conscious Connoisseurs

Savvy and passionate shoppers who get food

knowledge from magazines,

professionals, word of mouth, read ingredients

and labels

Strategic Savers

Driven by lowest price to meet strict budget,

attracted by sales and promotions, special offers and loyalty

schemes

ROI TGI 2013

SHOPPER STRATEGIESINTRODUCING THE ARCHETYPES

Convenience Kings

EthicalEmpathisers

Accustomed Acquirers

Promiscuous Purchasers

QualityCrusaders

Conscious Connoisseurs

Strategic Savers

ROI TGI 2013

SHOPPER STRATEGIESARCHETYPE POPULATIONS

Shopper Archetype% of

PopulationWeighted

Convenience Kings 8 198

Ethical Empathisers 10 240

Accustomed Acquirers 21 507

Promiscuous Purchasers 5 123

Quality Crusaders 18 450

Conscious Connoisseurs 6 142

Strategic Savers 30 727

Base: All Main Shoppers 15+ Source: ROI TGI 2013

High IndexingPurchasing Factors

(By Index)

CONVENIENCE KINGSPROFILE

59% 41%

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 470 79%

Parking 340 84%

Loyalty Scheme

326 38%

Base: All Main Shoppers 15+

All Main Shoppers

CKs

Average Weekly Shopping Spend:

€123(+3% Main Shopper Average)

Source: ROI TGI 2013

Top Food Retailers(By Index)

147(29%)

134(18%)

120(53%)

Top Lifestyle Statements

I cannot resist buying magazines 16% (143)

I could not live without the internet on my mobile phone 32% (135)

High IndexingPurchasing Factors

(By Index)

STRATEGIC SAVERSPROFILE

69% 31%

Gender Split

Factor Index Vert .%

Special Offers 156 38%

Low Price 153 53%

Value for Money

122 62%

Base: All Main Shoppers 15+

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

15-24 25-34 35-44 45-54 55-64 65+

Age Split

All Main Shoppers

QCs

Source: ROI TGI 2013

Average Weekly Shopping Spend:

€124(+4% Main Shopper Average)

Top Food Retailers(By Index)

121(4%)

120(59%)

113(59%)

Household Composition

49% have children in household (136)

29% have children aged 10-15 years (134)

PRACTICAL APPLICATIONS

BRANDS & RETAILERS

PRACTICAL APPLICATIONSBRANDS: SUPPORT TO CATEGORY MANAGEMENT

Base: All Main Shoppers 15+ Source: ROI TGI 2013

20

60

100

140

180

220

260

300

Marks & Spencer Jamie Oliver

Ind

ex

Here we can see the Shopper Archetypes that are most likely to contain consumers of Jamie Oliver’s pasta sauce and visitors to Marks & Spencer.

Jamie Oliver and M&S have a strong synergy with ‘Ethical Empathisers’ , ‘Promiscuous Purhcasers’ and ‘Conscious Connoisseurs’ Jamie Oliver’s connection with these two groups is especially strong and could be leveraged to help M&S attract more of these kinds of shoppers.

PRACTICAL APPLICATIONSHOW TO REACH THESE GROUPS (HEAVIEST MEDIA)

Base: All Main Shoppers 15+ Source: ROI TGI 2013

ROI TGI 2013

Ethical Empathisers

Conscious Connoisseurs

= 100 average index

ROI TGI 2013

eBOOK READERSPROFILE

Source: ROI TGI 2013Base: All Adults 15+

NEW TO eBOOKS

- Bought in the last 12 months- Number bought- Type: Cookery, Horror, Sports, Travel, History, etc...

- How many Read/ Listened To- How purchased: In a Shop, Online, Mail Order- Where bought: Apple iBooks, Amazon, etc...

- Brands

72% of eBook owners have an Amazon Kindle

451,000 people own an eBook Reader

OTHER NEW ADDITIONS

TABLETS AND APPSWHAT’S NEW?

Source: ROI TGI 2013Base: All Adults 15+

NEW TO TABLETS-When obtained- Cost- Brands

748,000 Irish adults own a tablet 438,000 Irish adults have paid for apps on mobile or tablet

NEW TO APPS- Free or Paid For- Mobile or Tablet- Downloaded via Magazines, Newspapers, Radio or TV

MAIL

60% of us open all of our mail

PROFILE

Source: ROI TGI 2013Base: All Adults 15+

Hotel parents are 37% more likely to use a coupon or voucher once or twice in response to direct mail

NEW TO MAIL- How Much Mail Opened: All, Most, Over half, Half, Less than half, None

- Types of Mail Read or Looked At: Bills/Statements, Free Magazines/ Newsletters, Coupons, Offers, Vouchers Competitions, etc...

- Direct Mail Received?

- Method of Response to Direct Mail: Bought or ordered something, Used a voucher or coupon, Visited a store, etc...

- Method of Follow Up: Using a land line phone, By Post, In person e.g. visit to shop, Via email, etc...

67% of Empty Nesters receive direct mail compared to just 32% of Fledglings

SURVEY ADDITIONSTECHNOLOGY

Base: All Adults 15+ Source: ROI TGI 2013

18

SURVEY ADDITIONSNEW LIFESTYLE STATEMENTS

“I feel the need to check social networking sites every day”

“I prefer to read magazines that focus

on Irish stories”

“I really enjoy reading magazine articles about

local celebrities and events”

“Whilst watching TV, I search on the internet for products I see advertised”

GEO-DEMOGRAPHICSEXPERIAN’S UPDATED MOSAIC CLASSIFICATION

20ROI TGI 2013

Mosaic Ireland is Experian’s latest geo-demographic consumer classification system which is available in TGI.

The segmentation classifies people by the neighbourhoods in which they live in.

The Mosaic groups and types can be used in TGI to understand who, why and how to reach these consumers.

Still to come on ROI TGI Double Base (released 9th October)…..

We will be releasing a new geographical classification area: Dublin Metropolitan.

The classification consists of Counties Dublin, Wicklow, Kildare and Meath

ROI TGI 2013

FACTORING ON ROI AND NI 2013REMINDER...

ROI TGI 2013

Factoring on NI 2013Factors To Apply

NI TGI 2013 (pop) NI TGI 2013 (Hhld)

1.97 1.89

NI TGI 2013 Doublebase (pop)

NI TGI 2013 Doublebase (Hhld)

(01/12): 1.39(+10/12): 1.98(+01/13): 3.90

(+01/12): 1.39(+10/12): 1.97(+01/13): 3.97

Factoring on ROI 2013Factors To Apply

ROI TGI 2013 (pop) ROI TGI 2013 (Hhld)

1.66 1.63

ROI TGI 2013 Doublebase (pop)

ROI TGI 2013 Doublebase (Hhld)

(01/12): 1.26(+10/12): 2.00(+01/13): 3.33

(01/12): 1.26(+10/12): 2.00(+01/13): 3.26

Questions are added and removed throughout the fieldwork period and flagged

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 tgihotline@kantarmedia.com

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