Using TGI’s WHY CODE to further understand
consumers for SEO and Content Strategies
By Chris Bunyan | Group Account Direct...
THE GB TGI SURVEY – A REMINDER
Survey of 24,000
British Adults
aged 15+
Weighted to GB
population
Data collected
via print...
THE WHO, WHY & HOW OF CONSUMER BEHAVIOUR
TGI Lifestyle
The WHY Code
Live in London
Lifestage
Fledglings
34%
more likely
Age Group
15-34
39%
Social Grade
AB
29%
Avg Income
£26,042
University ...
UNCONSCIOUS
CONSCIOUS
Social DNA
Subconscious
Stimuli
Lifestyle
Statements
Conscious
Choices
Analyse decision shortcuts,
rational and
post-rationalised criteria
Drive category and brand
usage by understanding
semi-c...
Social DNA
Subconscious
Stimuli
Lifestyle
Statements
Conscious
Choices
Top Criteria of Choice statements for mobile phones...
Analyse decision shortcuts,
rational and
post-rationalised criteria
Drive category and brand
usage by understanding
semi-c...
Social DNA
Subconscious
Stimuli
Lifestyle
Statements
Conscious
Choices
Base: Mobile Phone
Owners
Source: GB TGI Q2 2014
I ...
Analyse decision shortcuts,
rational and
post-rationalised criteria
Drive category and brand
usage by understanding
semi-c...
wild
respect
work
to climb
to buy
desert
rule
precious
to attack
speed
softness
birth
nudity
fashion
red
disorder
soldier
...
Social DNA
Subconscious
Stimuli
Lifestyle
Statements
Conscious
Choices
Base: Mobile Phone
Owners
Source: GB TGI Q2 2014
Social DNA
Subconscious
Stimuli
Lifestyle
Statements
Conscious
Choices
Base: Mobile Phone
Owners
Source: GB TGI Q2 2014
Analyse decision shortcuts,
rational and
post-rationalised criteria
Drive category and brand
usage by understanding
semi-c...
Social DNA
Subconscious
Stimuli
Lifestyle
Statements
Conscious
Choices
Cultural
Capital
Economic
Capital
Social DNA
Subconscious
Stimuli
Lifestyle
Statements
Conscious
Choices
Cultural
capital
dominant
Economic
capital
dominant...
Cultural
capital
dominant
Economic
capital
dominant
Low global amount of capital
High global amount of capital
Social DNA
...
Social DNA
Subconscious
Stimuli
Lifestyle
Statements
Conscious
Choices
111
109
98
102
99
97
94
98
92
Base: Mobile Phone
Ow...
Social DNA
Subconscious
Stimuli
Lifestyle
Statements
Conscious
Choices
95
89
92
98
103
111
100
102
110
Base: Mobile Phone
...
26%
of EE consumers
are medium/heavy
TV viewers
Top Television Channels
Base: Mobile Phone
Owners
Source: GB TGI
Clickstream Q1 2014
Minutes per
month
98
Minutes per
month
1.2k
Minutes per
month...
Base: Mobile Phone
Owners
Source: GB TGI
Clickstream Q1 2014
followers
201-300
friends
151-200
connections
151+
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SAScon 2014 Insight for search strategies beyond keywords - Chris Bunyan

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SAScon 2014 Insight for search strategies beyond keywords - Chris Bunyan

  1. 1. Using TGI’s WHY CODE to further understand consumers for SEO and Content Strategies By Chris Bunyan | Group Account Director, Kantar Media TGI
  2. 2. THE GB TGI SURVEY – A REMINDER Survey of 24,000 British Adults aged 15+ Weighted to GB population Data collected via printed questionnaire or online Respondents recruited via face to face interview
  3. 3. THE WHO, WHY & HOW OF CONSUMER BEHAVIOUR TGI Lifestyle The WHY Code
  4. 4. Live in London Lifestage Fledglings 34% more likely Age Group 15-34 39% Social Grade AB 29% Avg Income £26,042 University degree 27% Base: Mobile Phone Owners Source: GB TGI Q2 2014 30% more likely
  5. 5. UNCONSCIOUS CONSCIOUS Social DNA Subconscious Stimuli Lifestyle Statements Conscious Choices
  6. 6. Analyse decision shortcuts, rational and post-rationalised criteria Drive category and brand usage by understanding semi-conscious values Connect with consumers’ deep subconscious imagery Discover the roots of consumer tastes and preferences Social DNA Subconscious Stimuli Lifestyle Statements Conscious Choices
  7. 7. Social DNA Subconscious Stimuli Lifestyle Statements Conscious Choices Top Criteria of Choice statements for mobile phones PERSONAL EXPERIENCE 137 (15%) BRAND IMAGE 127 (10%) CONSUMER/USER REVIEWS 122 (9%) INTERNET SPEED 121 (17%) PERSONAL EXPERIENCE 179 (20%) BRAND IMAGE 207 (17%) CONSUMER/USER REVIEWS 138 (11%) INTERNET SPEED 165 (23%) Base: Mobile Phone Owners Source: GB TGI Q2 2014 CONSUMER/USER REVIEWS 122 (9%) INTERNET SPEED 121 (17%) CONSUMER/USER REVIEWS 122 (9%) INTERNET SPEED 121 (17%) CONSUMER/USER REVIEWS 122 (9%) INTERNET SPEED 121 (17%)
  8. 8. Analyse decision shortcuts, rational and post-rationalised criteria Drive category and brand usage by understanding semi-conscious values Connect with consumers’ deep subconscious imagery Discover the roots of consumer tastes and preferences Social DNA Subconscious Stimuli Lifestyle Statements Conscious Choices
  9. 9. Social DNA Subconscious Stimuli Lifestyle Statements Conscious Choices Base: Mobile Phone Owners Source: GB TGI Q2 2014 I can’t resist buying expensive perfume/aftershave 13% 110 It can’t leave home without make-up 17% 108 Appearance Conscious Easily Influenced Vert% Index I wear designer clothes 18% 134 I like to stand out in a crowd 18% 124 Attention Seekers Ambitious Vert% Index I find it difficult to say no to my kids 25% 114 Celebrities influence my purchasing decisions 5% 109 I want to get to the very top in my career 31% 126 I like to have control over people and resources 21% 124
  10. 10. Analyse decision shortcuts, rational and post-rationalised criteria Drive category and brand usage by understanding semi-conscious values Connect with consumers’ deep subconscious imagery Discover the roots of consumer tastes and preferences Social DNA Subconscious Stimuli Lifestyle Statements Conscious Choices
  11. 11. wild respect work to climb to buy desert rule precious to attack speed softness birth nudity fashion red disorder soldier eternal wild respect work to climb to buy desert rule precious to attack speed softness birth nudity fashion red disorder soldier eternal Total Sample happiness holiday cowardice party harmony hate sun maze to console voluptuous fire magic peak refined sacred original emotion Social DNA Subconscious Stimuli Lifestyle Statements Conscious Choices Very Negative -3 -2 -1 0 +1 +2 Very Positive +3       
  12. 12. Social DNA Subconscious Stimuli Lifestyle Statements Conscious Choices Base: Mobile Phone Owners Source: GB TGI Q2 2014
  13. 13. Social DNA Subconscious Stimuli Lifestyle Statements Conscious Choices Base: Mobile Phone Owners Source: GB TGI Q2 2014
  14. 14. Analyse decision shortcuts, rational and post-rationalised criteria Drive category and brand usage by understanding semi-conscious values Connect with consumers’ deep subconscious imagery Discover the roots of consumer tastes and preferences Social DNA Subconscious Stimuli Lifestyle Statements Conscious Choices
  15. 15. Social DNA Subconscious Stimuli Lifestyle Statements Conscious Choices Cultural Capital Economic Capital
  16. 16. Social DNA Subconscious Stimuli Lifestyle Statements Conscious Choices Cultural capital dominant Economic capital dominant Low global amount of capital High global amount of capital
  17. 17. Cultural capital dominant Economic capital dominant Low global amount of capital High global amount of capital Social DNA Subconscious Stimuli Lifestyle Statements Conscious Choices
  18. 18. Social DNA Subconscious Stimuli Lifestyle Statements Conscious Choices 111 109 98 102 99 97 94 98 92 Base: Mobile Phone Owners Source: GB TGI Q2 2014
  19. 19. Social DNA Subconscious Stimuli Lifestyle Statements Conscious Choices 95 89 92 98 103 111 100 102 110 Base: Mobile Phone Owners Source: GB TGI Q2 2014
  20. 20. 26% of EE consumers are medium/heavy TV viewers Top Television Channels
  21. 21. Base: Mobile Phone Owners Source: GB TGI Clickstream Q1 2014 Minutes per month 98 Minutes per month 1.2k Minutes per month 52
  22. 22. Base: Mobile Phone Owners Source: GB TGI Clickstream Q1 2014 followers 201-300 friends 151-200 connections 151+

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