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Getting The Most Out of TGI Insight FINAL
Getting The Most Out of TGI Insight FINAL
TGI insight
The purpose of this guide is to explain in a simple and concise way what TGI (Target Group Index) is, what it is used for in the industry and the key ways in which you can get the most out of working with the insight that TGI offers. Use the colours to navigate.
Contents:
TGIs offer.................................................................... 3
Who the target is ................................................................................ 4 Why consumers behave as they do................................................... 5 How to best reach and influence target groups ............................... 6
Product Sector Coverage: a top line summary of what you will find on TGI........................ 7 Data collection and issue...............................................9 Reading and interpreting the data
The cross-tab ................................................................................ 11 The correspondence map............................................................. 12
Top tips for getting the most out of using TGI ..........15 Glossary of key media terms to help you in your day-to-day role ...........................19
Email: tgihotline@kantarmedia.com
Email: tgihotline@kantarmedia.com
Confectionery
Pets & Pet Foods Food DIY & Gardening Pharmaceutical & Chemist Holidays & Travel
Just over 29% of Coca-Cola consumers are aged 15-24 The index (in the image as Index) shows by how much (more or less) the group in the derived cell differs from the base in terms of its reported behaviour. This figure can be read both vertically and horizontally. 15-24 year olds are 85% more likely than the average adult to drink Coca-Cola. Similarly, Coca-Cola consumers are 85% more likely to be aged 15-24.
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Both correspondence mapping and cluster analysis are covered in detail on our Advanced TGI and software courses. Please speak to your TGI client service representative to book your free place on one of these courses.
Email: tgihotline@kantarmedia.com
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Assessing media
TGI is a genuinely media neutral tool, allowing marketers and planners to compare the efficiency of media channels on a level playing field. TGIs Media Neutral Quintiles (MNQs) measure is a handy shortcut for spotting the most efficient media for reaching a target audience. Consumers of newspapers, magazines, television, radio, internet, outdoor and cinema are divided into equal fifths by the amount of exposure they have to each medium. Thus, for example, the TGI user could identify very quickly and simply that drinkers of Coca-Cola are particularly likely to be amongst the heaviest consumers of a specific medium. Direct Mail Responsiveness Quintiles are also available whereby consumers are ranked according to how likely they are to react to direct mail.
Email: tgihotline@kantarmedia.com
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Time Diary
The TGI Time Diary allows users to pinpoint product usage and media exposure to specific hours of the day either during the week or at the weekend. The Time Diary also reveals the location of the activity, ie in home or while travelling. This allows campaigns to be tailored to the most micro level. For example, if a particular audience is especially likely to watch TV in the morning and then go shopping, the relevant message can be targeted to them at the time of day it could have the most impact on their behaviour. More tips and FAQs can be accessed in the subscriber area on the TGI website.
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Cluster Analysis
Clustering is the grouping together of respondents, by specialist software, according to the similarity of their responses to an often large number of questions.
Coding Logic
The means within TGI analysis software by which elements within the database can be combined along the lines of X or Y, X and Y, X but not Y.
Base
Selection of the correct population base is vital to ensure that the resultant analysis is not misleading. This requirement comes from the fact that not all questions are asked of all respondents but are targeted at those for whom they are relevant. E.g. usage of lipstick is only asked of women and should not therefore be analysed using an all adult base.
Copyright
The copyright on TGI data means that it can only be used by TGI subscribers. The data can be used in presentations, reports, letters or memos to support the subscribers business and needs to be sourced as Target Group Index Kantar Media UK 2012 (year to be varied as necessary). >>>
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Greenscape Clusters
A six cluster segmentation created within the TGI database according to the ways in which respondents are engaged with green issues together with the environmental characteristics they display through their behaviour.
Data Fusion
The carrying across of data from one dataset to another via linkages built on the basis of variables common to both datasets. These common variables will be weighted according to their importance in predicting the behaviour being transferred.
Household
A private household consists of either one person living alone or a group of individuals, usually but not always, members of one family who live together and whose food and other household expenses are managed as one unit.
Factoring
Factoring is the method used to account for a question that has not been on the TGI questionnaire for the whole analysis period. Failure to factor data correctly will produce a misleading outcome to such analysis.
See What is factoring and why do I use it? in FAQs section of subscriber area.
Index
The index is the measurement of the proportion by which subsets of a population differ from the larger population from which they are drawn.
See What is an index? in FAQs section of subscriber area.
Lifestage
This is the grouping together of respondents into demographically defined segments which represent the stage in life that they have reached. These groupings involve age, marital status and household composition. >>>
Geodemographics
The classification of respondents into typologies based on analysis of the post codes in which they live.
Email: tgihotline@kantarmedia.com
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Profile
How users of a brand or product field are distributed amongst, for example, age or social grade groups.
Psychometrics
In TGI terms these are the measures within the questionnaire that are used to gain an understanding of the psychological drivers behind consumer behaviour. These measurements include those of attitude, expectation, motivation and opinion.
NRS Weighting
For those press titles that are measured on both the TGI and the National Readership Survey (NRS), the TGI Average Issue Readership (AIR) is adjusted to the NRS AIR levels. This weighting is done within age, sex and social class.
Sample Size
Within a cross-tabulation on the main GB TGI survey the sample size within a single cell is acceptable as long as the originating cells (from which the cell in question is created) have a sample size of 200 or more. If said cell is then used as the basis for further investigation it too must have a sample of at least 200 within it. On other TGI surveys, acceptable sample sizes may vary. Please speak to your client service representative if unsure.
See How do I know if data is statistically reliable? in FAQs section of subscriber area.
Social Grade
Social Grade is assessed from information collected at the initial face-to-face omnibus interview and relates to the occupation of the household member with the highest income. >>>
Penetration
The proportion of an overall market that uses a particular brand or product field.
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Volumetrics
The calculation from TGI data of the overall reliance that a brand or a product field has on a relatively small subset of its users. (See Pareto Principle)
TGI Clickstream
TGI Clickstream provides information about actual consumer web usage integrated with the full TGI database. A computer meter passively measures the online activity of thousands of TGI respondents and this is then combined with TGIs comprehensive range of single-source consumer variables. TGI Clickstream records online behaviour across over 1,000 sites and 100 sub-domains.
TGI Worldpanel
This is created via the fusion of the scanned FMCG household purchase data from Kantar Worldpanel to the full range of consumer insight information on the TGI main shopper database.
Email: tgihotline@kantarmedia.com
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Premier TGI
Survey of the most upmarket consumers in Britain
Europa TGI
Combined TGI survey from GB, France, Germany & Spain
TGI Clickstream
GB survey enhanced with passively-collected internet usage data
TGI Worldpanel
GB survey fused with Worldpanel data giving greater brand coverage
TGI Hotline: 020 8433 4000 Email: tgihotline@kantarmedia.com Website: www.kantarmedia.co.uk and select TGI