What is TGI data?
The TGI (Target Group Index) Survey is a continuous survey of consumer usage habits, lifestyles, media exposure and attitudes.
Established in 1969 the survey is independent of vested interest and is used by media agencies / owners and brands to provide marketing information on adults aged 15+.
Crucially, TGI data combines research on products, brands, media, attitudes, demographics and enhanced understanding (such as motivation to purchase and the impact of word of mouth).
What is TGI data used for?
With over 300 attitudinal statements asked in the survey, the crucial ‘why’ of consumer behaviour can be understood.
For example, TGI data identifies that those people who regularly shop at Marks & Spencer are far more likely to be concerned about corporate ethics and the importance of organic food than a Morrisons shopper.
At BD, our clever developers have worked hard to integrate our demographic data with TGI data. This allows cross-tabbing* of geodemographics and attitudinal data in order to understand audiences, support advertising sales, identify PR opportunities and target effectively.
Knowing the habits of the Marks & Spencer shopper and cross-tabbing this with demographic data we get insight into the types of product offer they will respond to.
By plotting the demographic data on a map, we can easily identify the best places to advertise these product messages and gain maximum ROI for our marketing campaigns.
Take this further with newspaper catchment data and you see how the TGI forms a key dataset in any well targeted campaign. Why haven’t you got TGI data yet?
To find out more about the TGI and how the data is integrated into our products or how to better target your markets, get in touch, or call us on 01904 701020.
Note: In order to manipulate cluster and cross-tab TGI data you must have an active subscribtion to analysis software such as Choices.
*A cross-tab enables a side by side comparison of two or more survey questions to determine how they are interrelated. In statistical terms, it is a joint distribution between two (or more) discrete variables such as product usage and demographics
Case study
An accurate customer reflection for Trinity Mirror
“The intuitive software system and bespoke data solutions provided by Beacon Dodsworth have become an integral part of Trinity Mirror’s marketing and ad sales strategy enabling us to match local press with our advertising client’s key demographics”.
Sally O'Donnell, Strategic Marketing Manager, Trinity Mirror plc
About P² People & Places
Find out more about P2 People & Places and how the classification was developed
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Demographic Data: P²
How is P2 demographic data used...?
Broadly, it is used by organisations in the public and private sectors to:
- Find more customers
Target your direct marketing and advertising to the right people - Plan site locations
Understand the people in an area to identify the most profitable location for your sites - Assess health needs
Identify health inequalities and target through social marketing - Improve services
Tailor your services to the needs of the local population
