The document discusses using data from the TGI survey to better understand consumer behavior and inform SEO and content strategies. The TGI survey collects data from 24,000 British adults about their lifestyles, values and media consumption. It provides insights into consumers' conscious and unconscious motivations for purchase decisions. The WHY Code model analyzes both rational and subconscious drivers of behavior. Marketers can leverage TGI data to connect with target audiences at different levels, from conscious purchase criteria to deeper subconscious values and imagery. Examples show how TGI data reveals lifestyle characteristics and media habits that correlate with mobile phone ownership.

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. 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. THE WHO, WHY & HOW OF CONSUMER BEHAVIOUR
TGI Lifestyle
The WHY Code

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. UNCONSCIOUS
CONSCIOUS
Social DNA
Subconscious
Stimuli
Lifestyle
Statements
Conscious
Choices

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. 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. 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. 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. 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. 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. Social DNA
Subconscious
Stimuli
Lifestyle
Statements
Conscious
Choices
Base: Mobile Phone
Owners
Source: GB TGI Q2 2014

13. Social DNA
Subconscious
Stimuli
Lifestyle
Statements
Conscious
Choices
Base: Mobile Phone
Owners
Source: GB TGI Q2 2014

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. Social DNA
Subconscious
Stimuli
Lifestyle
Statements
Conscious
Choices
Cultural
Capital
Economic
Capital

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. 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. 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. 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. 26%
of EE consumers
are medium/heavy
TV viewers
Top Television Channels

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. Base: Mobile Phone
Owners
Source: GB TGI
Clickstream Q1 2014
followers
201-300
friends
151-200
connections
151+