ROI TGI

NEW AREAS AND TRENDS 2013

EXTENSION OF THE WHY

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

ROI TGI 2013

CONSCIOUS CHOICES
QUESTIONNAIRE EXAMPLES

Decision shortcuts - rational criteria

ROI TGI 2013

CONSCIOUS CHOICES: ELECTRICAL ITEMS

UNDERSTANDING PURCHASE DECISIONS

Most important deciding factors when choosing electronic items

Criteria
Innovation Design Compact Size Availability Professional Recommendations

Fledglings
172 158 128 115 113

Criteria
Sales Service After Sales Service Ease of use Reliability Friend / Family Recommendations

Hotel Parent
171 135 134 125 124

Base: All Adults 15+

Source: ROI TGI 2013

ROI TGI 2013

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.)

ROI TGI 2013

SHOPPER STRATEGIES
INTRODUCING THE ARCHETYPES
Convenience Kings Ethical Empathisers 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 convenience in general, locality, opening hours, parking, ease of use etc.

Driven by ethical considerations such as Fair Trade, animal welfare, protection of the environment

Driven by value, bargain hunters, have large brand repertoires, dont like the idea of sticking to only a few brands

Quality Crusaders

Conscious Connoisseurs
Savvy and passionate shoppers who get food knowledge from magazines, professionals, word of mouth, read ingredients and labels

Strategic Savers

Driven by superior quality and happy to pay a premium for it

Driven by lowest price to meet strict budget, attracted by sales and promotions, special offers and loyalty schemes

ROI TGI 2013

SHOPPER STRATEGIES
INTRODUCING THE ARCHETYPES

Convenience Kings

Ethical Empathisers

Accustomed Acquirers

Promiscuous Purchasers

Quality Crusaders

Conscious Connoisseurs

Strategic Savers

ROI TGI 2013

SHOPPER STRATEGIES
ARCHETYPE POPULATIONS
Shopper Archetype Convenience Kings Ethical Empathisers Accustomed Acquirers Promiscuous Purchasers Quality Crusaders Conscious Connoisseurs Strategic Savers % of Population Weighted

8 10 21 5 18 6 30

198 240 507 123 450 142 727

Base: All Main Shoppers 15+

Source: ROI TGI 2013

CONVENIENCE KINGS
PROFILE
Gender Split
15-24

Age Split
25-34 35-44 45-54 55-64 65+

59%

41%

Average Weekly Shopping Spend:

All Main Shoppers

123
(+3% Main Shopper Average)

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

High Indexing Purchasing Factors

(By Index)

Top Food Retailers

(By Index)

Top Lifestyle Statements

I cannot resist buying magazines 16% (143)

147
Vert .% 79% 84% 38%

Factor
Opening Hours Parking Loyalty Scheme

Index 470 340 326

(29%)

134
(18%)

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

120
(53%)

Base: All Main Shoppers 15+

Source: ROI TGI 2013

STRATEGIC SAVERS
PROFILE
Gender Split
15-24

Age Split
25-34 35-44 45-54 55-64 65+

69%

31%

Average Weekly Shopping Spend:

All Main Shoppers

124
(+4% Main Shopper Average)

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

High Indexing Purchasing Factors

(By Index)

Top Food Retailers

(By Index)

121
Vert .% 38% 53% 62%

Household Composition
49% have children in household (136) 29% have children aged 10-15 years (134)

Factor
Special Offers Low Price Value for Money

Index 156 153 122

(4%)

120
(59%)

113
(59%)

Base: All Main Shoppers 15+

Source: ROI TGI 2013

PRACTICAL APPLICATIONS
BRANDS & RETAILERS

PRACTICAL APPLICATIONS
BRANDS: SUPPORT TO CATEGORY MANAGEMENT
Marks & Spencer Jamie Oliver

Here we can see the Shopper Archetypes that are most likely to contain consumers of Jamie Olivers 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 Olivers connection with these two groups is especially strong and could be leveraged to help M&S attract more of these kinds of shoppers.

300 260 220

Index

180 140 100 60 20 Convenience Kings Ethical Empathisers Accustomed Acquirers Promiscuous Purchasers Quality Crusaders Conscious Connoisseurs Strategic Savers
Source: ROI TGI 2013

Base: All Main Shoppers 15+

PRACTICAL APPLICATIONS
HOW TO REACH THESE GROUPS (HEAVIEST MEDIA)
Ethical Empathisers

= 100 average index

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

eBOOK READERS
PROFILE
451,000 people own an
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

eBook Reader

72% of eBook owners have

an Amazon Kindle

- Where bought: Apple iBooks, Amazon, etc...

- Brands

Base: All Adults 15+

Source: ROI TGI 2013

OTHER NEW ADDITIONS

TABLETS AND APPS

WHATS NEW?
NEW TO TABLETS
-When obtained - Cost - Brands

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

748,000 Irish adults own a tablet

438,000 Irish adults have paid for

apps on mobile or tablet

Base: All Adults 15+

Source: ROI TGI 2013

MAIL
PROFILE
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...

60% of us open all of our mail

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

Hotel parents are 37% more likely

to use a coupon or voucher once or twice in response to direct mail

Base: All Adults 15+

Source: ROI TGI 2013

SURVEY ADDITIONS
TECHNOLOGY

Base: All Adults 15+

Source: ROI TGI 2013

18

SURVEY ADDITIONS
NEW LIFESTYLE STATEMENTS
I prefer to read magazines that focus on Irish stories

I really enjoy reading magazine articles about local celebrities and events

I feel the need to check social networking sites every day

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

GEO-DEMOGRAPHICS
EXPERIANS UPDATED MOSAIC CLASSIFICATION Mosaic Ireland is Experians 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.

ROI TGI 2013

20

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 2013

REMINDER...
Questions are added and removed throughout the fieldwork period and flagged

Factoring on NI 2013
Factors To Apply

Factoring on ROI 2013

Factors To Apply

NI TGI 2013 (pop) 1.97

NI TGI 2013 (Hhld) 1.89

ROI TGI 2013 (pop) 1.66 ROI TGI 2013 Doublebase (pop) (01/12): 1.26 (+10/12): 2.00 (+01/13): 3.33

ROI TGI 2013 (Hhld) 1.63 ROI TGI 2013 Doublebase (Hhld) (01/12): 1.26 (+10/12): 2.00 (+01/13): 3.26

NI TGI 2013 Doublebase (pop) (01/12): 1.39 (+10/12): 1.98 (+01/13): 3.90

NI TGI 2013 Doublebase (Hhld) (+01/12): 1.39 (+10/12): 1.97 (+01/13): 3.97

ROI TGI 2013

FURTHER SOURCES OF INFORMATION

TGI Client Service
TGI Hotline: +44 (0)20 8433 4000 tgihotline@kantarmedia.com

TGI Subscriber Area (www.kantarmedia-tgiie.com)

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