Communication and Journalism : Market Research

There are two ways of getting to the survey data:

1. Searching for a specific target or brand (instructions below)
2. Creating custom target sets using any of the variables available in the survey (next tab)

The results will be the survey responses from the people who are part of your target group.

Step 1 - search

• Go to 'Search for target'
• Search for a product or brand

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Step 2 - select target(s)

• Click on your target from the results
• Repeat to add more targets
• Adding targets enables comparisons between the consumers associated with the products/brands
• If there are no matches for your search, it means the product/brand you entered was not part of the survey

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Step 3 - view target(s)

• Selections are listed beneath the search bar
• Click on 'View target' to see the results

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There are two ways of getting to the survey data:

1. Searching for a specific target or brand (previous tab)
2. Creating custom target sets using any of the variables available in the survey (instructions below)

The results will be the survey responses from the people who are part of your target group.

Step 1 - new target set

• Click on 'New Target Set'
• This will create customised targets that can combine multiple criteria

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Step 2 - add new target

• Click on '+ New Target'

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Step 3 - select criteria

• Select the criteria to build your target set
• Either browse through the dictionary or search by keyword
• Choose any of the variables from the survey to create your custom target

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Step 4 - preview criteria and add

• A preview of the selected criteria for the target is visible at the bottom of the page
• In this case, a target has been created of men aged 21-29
• When complete, TGI Snapshot will extract all the survey responses from that target group to analyse
• Click 'Add' once finished creating the target

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Step 5 - give the target a name

• Give the target a name
• A descriptive name (e.g. Men, 20-29') is better than something generic (e.g. Target 1)
• Click on 'Add Target'

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Step 6 - click 'Close'

• Click 'Close' once done

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Step 7 - save target set

• Any targets created will be listed
• Either add another target to the target set, repeating steps 2-6
• Or click 'Save' if complete
• In this example, two targets have been created to compare the survey results of men aged 21-29 against the responses by women of the same age

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Step 8 - name target set and save

• Give the target set a name
• A descriptive name (e.g. Men and women, 20-29') is better than something generic (e.g. Target Set 1)
• Click on 'Save'

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In this example, the targets are consumers of Cadbury's Heroes and Lindt. This means we are viewing the survey responses, covering a whole host of topics, of people who identified themselves in the survey as consumers of those products.

View survey responses

• The menu at the top lists the different categories covered by the survey. 'Demographics' is the one selected in this example.
• The left hand menu is used to select specific survey responses within that.
• In this example, we have the 'Personal Demographics' sector selected, and the topic is 'Sex and status: Sex''.

Data analysis

• The data in the example shows how consumers of Cadbury's Heroes and Lindt answered the survey question about their sex (Demographics > Personal Demographics > Sex and status: Sex')
• It shows that a higher proportion of Lindt consumers are women (62%) compared to consumers of Cadbury's Heroes (57%).
• The Base selected is 'All Adults'. The 'Base' shows how every adult who completed the survey, consumers of the selected products or not, answered the question.
• In this example, a disproportionally high number of women identified as consumers of Cadbury Heroes and Lindt. That's because women made up 51% of survey respondents, but 57% and 62% of them identified as consumers of these products.
• The sample is the number of people who selected the answer in the survey, and the weighting represents how that would translate to the UK population as a whole.

Index figures

• The 'Brand' category displays how many survey respondents for the targets selected also consume a selected brand
• In this example, how many consumers of Cadbury Heroes and Lindt also consume After Eights.
• The index number represents the affinity of the target audience with the selected brand compared to the average person in the base (All Adults). A score of 100 represents an identical affinity. Anything above is greater affinity, anything less reduced affinity.
• In this example, the Index for Cadbury Heroes consumers is 215. That means Cadbury Heroes consumers, based on how they answered the survey questions, are 115% more likely than the average adult to consume After Eights too.

More detailed guidance on interpreting each of the different categories is available from Kantar Media's guide. The PDF link is below.

Template

Name of database., Year. Descriptive title. Publisher location: Publisher.

Descriptive title

• A descriptive title is needed in the reference to enable someone to replicate the target(s) used in TGI Snapshot. That's because TGI does not, unfortunately, have persistent URLs than can be used.
• The descriptive title will tell anyone looking at the reference what target(s) were used to find the data referenced in your work. With that detail, the report you created can be replicated.  
• Don't make the descriptive title too long. Details about the target(s) can also be provided in the assignment itself if needed to enable replication.

Example

TGI Snapshot., 2022. Argos Main Shoppers v Dunelm Mill Main Shoppers (target set) 2022 December. London: Kantar Media

The descriptive title is composed of the targets used to create the report, and the survey period. In this case:

• There are two targets in a target set - Argos Main Shoppers v Dunelm Mill Main Shoppers (target set)
• Argos Main Shoppers and Dunelm Mill Main Shoppers (target) - would be used if they were combined in one target instead
• The survey period is 2022 December - This tells us the period when the survey was completed

If you need a reminder of what your targets were, you can also go back into the target you created to remind yourself.

BU subscribes to WARC Strategy (previous tab) and WARC Media.

WARC Media for advertising spend, media consumption, and media costs.

Interactive data

Quarterly data on advertising spend, media consumption and media costs across:

• Markets (UK, US, Global etc.)
• Ad formats/Media (Radio, Podcasts, Linear TV categories etc.)
• Product categories (Alcoholic drinks, Automotive, Food and Drink etc.)
• Consumer demographics (Sex, Age, Income)

Surveys and reports

• Big Picture
  • Outlook for key media channels
• Global Ad Trends
  • Media trends from the advertising industry
• Platform Insights
  • Key data points that advertisers need to know about platforms