This paper demonstrates how intelligent analyses of existing single source databases can help identify key groups of 'early adopters'; not just in terms of demographics, but in terms of lifestyle and attitudes and internationally. It also demonstrates how attitudes are more important in defining this group in combination with demographics than either element alone. For successful new or old product development, locally or globally, understanding this group is key. This paper also identifies how to best reach 'early adopters', which media to use and which message to deliver, using the breadth and depth of Global TGI data to help ensure that the advertising message 'sticks'.
There are two parts to this paper. The first part describes the authors' use of market datasets (currency or other), their objective in preserving them and the resulting (and different) approaches taken in the United Kingdom and United States. The second half of the paper offers insight into the benefits of a TV and Print fusion database and its likely impact on the future of media planning, particularly Print's role in mixed media campaigns.