Attitudes (Customised Segmentations)

Beyond standard demographics, there is a further and arguably much more powerful dimension that conditions an individual's responses and behavioural patterns. Information on attitudes can be an immensely powerful market segmentation tool.

You can access a wide range of attitudinal data on TGI. The questionnaire carries around 400 statements of which just over 100 are harmonised globally. These are designed to measure the values and attitudes held by consumers. The statements cover attitudes to:

The list of statements measured is reviewed regularly to ensure the contents are still relevant, appropriate and effective for segmentation purposes.

The resulting information provides a unique, qualitative perspective to quantitative research data. Correctly used, attitudinal information can discriminate far more powerfully between target audiences than demographic definitions alone. TGI offers you the chance to:

• Break away from standard market definitions
• Combine product and brand usage data with attitudinal information, to achieve new definitions of your audiences
• Match attitudinal types with media consumption for new perspectives on planning and buying