Bmrb Tgi an example of syndicated data

TGI is a leading provider of single-source media and marketing surveys. Its family of research products covers an ever-widening spectrum of population specifications and geographies, all using a self-completion data collection technique to gather respondent information.

TGI is segmented into several subproducts, which include the following:

■ Premier: A continuous survey that is designed to gather information on the social grades 'AB'. This survey offers insight into a group of consumers who are difficult to target yet considered highly attractive to marketers and advertisers on the basis of their disposable income.

■ Youth TGI: A survey of 7-19-year-olds with data released twice a year (spring and autumn). Sample size is approximately 6000, and survey samples are split equally across three age bands, 7-10, 11-14 and 15-19 years.

■ TGI Gold: A survey of 50+-year-olds conducted every two years. The survey is based on a sample size of over 4000 and focuses on issues relevant to this target market, e.g. holidays, motoring and health

■ TGI Wavelength: Wavelength measures approximately 90 commercial radio stations and is able to add to the basic demographic profile information that can be obtained through RAJAR (Radio Joint Audience Research Limited), the officially commissioned data on behalf of the radio industry.

■ Republic of Ireland/Northern Ireland: The TGI in the Republic of Ireland and Northern Ireland is specifically tailored to the Irish markets, although it follows a similar format to the main TGI in Great Britain.

BMRB offers an online example of TGI and its website contains information about the range of other products this key supplier of research services offers to the market.

TOTAL

Budweiser

Grolsch

Heineken

Heineken

-

-

-

Export -

most often

most

most

most

-

often -

often -

often -

canned

canned

canned

canned

lager

lager

lager

lager

TOTAL

000s

45,350

1326

396

3263

328

Resps

25,296

649

203

1724

157

%Vert/Row

100

2.9

0.9

7.2

0.7

ADULTS

000s

45,350

1326

396

3263

328

Resps

25,296

649

203

1724

157

%Horz/Col

100.0

100.0

100.0

100.0

100.0

%Vert/Row

100.0

2.9

0.9

7.2

0.7

Index

100

100

100

100

100

MEN

000s

21,899

847

294

1815

210

Resps

11,678

395

144

936

104

%Horz/Col

48.8

63.9

74.2

55.0

64.0

%Vert/Row

100.0

3.9

1.3

8.3

1.0

Index

100

132.3

153.7

115.2

132.6

WOMEN

000s

23,451

479

102

1448

118

Resps

13,623

254

59

788

53

%Horz/Col

51.7

36.1

25.8

45.0

36.0

%Vert/Row

100.0

2.0

0.4

6.2

0.5

Index

100

69.9

49.8

85.8

69.6

The presentation of TGI data is complex but once it is understood it is very easy to interpret.

In the above example four lager brands are shown:

45,350 represents the total UK lager market 25,296 represents number of responses

21,899 represents adult male lager drinkers 11,678 is the number of male responders

This represents 48.3 per cent of the population and 100 per cent of responders.

23,451 is the adult female population 13,623 is the number of female responders

This represents 51.7 per cent of the population and 100 per cent of responders. The index for both males and females is 100. Taking the Budweiser column only:

1326 represents the product universe

649 represents the response

2.9 is the product universe as a percentage of the total population.

847 is the male customer universe

395 is the number of male responders

63.9 is the male Budweiser universe as a percentage of the total Budweiser universe response

3.9 is the Budweiser male universe as a percentage of the total universe.

The index figures show that men are 32.3 per cent more likely to consume Budweiser than the population as a whole and that women are 30.1 per cent less likely to consume Budweiser than the population as a whole.

Comparative data across the brands represented shows that significantly more men than women drink Grolsch and there is a more even distribution in the consumption of Heineken.

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