Abstract:

The Target Group Index has been one of the most successful research innovations over the period covered by this book. Despite initial worries by the industry about overloading respondents, it collects data about a wide range of product behaviour, media, demographic and other data from each respondent. The main applications are to media planning since it allows the most natural target definitions of all: classifications by product usage or purchase. At the same time, other interlaced analyses are possible.