sascon 2014 insight for search strategies beyond keywords - chris bunyan
TRANSCRIPT
Using TGI’s WHY CODE to further understand consumers for SEO and Content Strategies
By Chris Bunyan | Group Account Director, Kantar Media TGI
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
THE WHO, WHY & HOW OF CONSUMER BEHAVIOUR
TGI LifestyleThe WHY Code
‘Who’ is Your Audience
Live in London
LifestageFledglings
34%more likely
Age Group15-34
39%
Social GradeAB
29%
Avg Income
£26,042
University degree
27%Base: Mobile Phone
OwnersSource: GB TGI Q2 2014
30%more likely
UNCONSCIOUS
CONSCIOUS
The WHY Code
Social DNA
Subconscious Stimuli
Lifestyle Statements
Conscious Choices
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
preferencesSocial DNA
Subconscious Stimuli
Lifestyle Statements
Conscious Choices
The WHY Code
7
Consumers’ Most Important Criteria Social DNA
Subconscious Stimuli
Lifestyle Statements
Conscious Choices
Top Criteria of Choice statements for mobile phones
PERSONAL EXPERIENCE 137 (15%)
BRAND IMAGE127 (10%)
CONSUMER/USER REVIEWS
122 (9%)
INTERNET SPEED 121 (17%)
PERSONAL EXPERIENCE 179 (20%)
BRAND IMAGE207 (17%)
CONSUMER/USER REVIEWS138 (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%)
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
preferencesSocial DNA
Subconscious Stimuli
Lifestyle Statements
Conscious Choices
The WHY Code
Social DNA
Subconscious Stimuli
Lifestyle Statements
Conscious Choices
Consumers’ Values
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% 114Celebrities influence my purchasing decisions
5% 109
I want to get to the very top in my career 31% 126I like to have control over people and resources
21% 124
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
preferencesSocial DNA
Subconscious Stimuli
Lifestyle Statements
Conscious Choices
The WHY Code
wild
respect
work
to climb
to buy
desert
rule
precious
to attack
speed
softness
birth
nudity
fashion
red
disorder
soldier
eternal
property
effort
fault
detachment
to produce
entrepreneur
confidence
to build
cry
discipline
water
school
to economise
to write
wild
respect
work
to climb
to buy
wild
respect
work
to climb
to buy
desert
rule
precious
to attack
speed
softness
birth
nudity
fashion
red
disorder
soldier
eternal
property
effort
fault
detachment
to produce
entrepreneur
confidence
to build
cry
discipline
water
school
to economise
to write
wild
respect
work
to climb
to buy
Total Sample
happiness
holiday
cowardice
party
harmony
hate
sun
maze
to console
voluptuous
fire
magic
peak
refined
sacred
original
emotion
soul
desire
tenderness
virile
game
creator
metallic
to ponder
glory
clever
feminine
sublime
to age
noble
danger
challenge
carnal
elite
patience
Social DNA
Subconscious Stimuli
Lifestyle Statements
Conscious Choices
How People Feel About Various Words
193primal words tested
Very Negative
-3 -2 -1 0 +1 +2
Very Positive
+3
Social DNA
Subconscious Stimuli
Lifestyle Statements
Conscious Choices
How People Feel About Various Words
Base: Mobile Phone Owners
Source: GB TGI Q2 2014
Social DNA
Subconscious Stimuli
Lifestyle Statements
Conscious Choices
How People Feel About Various Words
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-conscious values
Connect with consumers’ deep subconscious imagery
Discover the roots of consumer tastes and
preferencesSocial DNA
Subconscious Stimuli
Lifestyle Statements
Conscious Choices
The WHY Code
Social DNA
Subconscious Stimuli
Lifestyle Statements
Conscious Choices
Cultural Capital & Economic Capital – Positioning map
Cultural Capital
Economic Capital
Social DNA
Subconscious Stimuli
Lifestyle Statements
Conscious Choices
Cultural Capital & Economic Capital – Positioning map
Cultural capital
dominant
Economic capital
dominant
Low global amount of capital
High global amount of capital
Cultural capital
dominant
Economic capital
dominant
Low global amount of capital
High global amount of capital
Social DNA
Subconscious Stimuli
Lifestyle Statements
Conscious Choices
Cultural & Economic Capital – Positioning map
Social DNA
Subconscious Stimuli
Lifestyle Statements
Conscious Choices
Cultural & Economic Capital – Positioning map
111
109
98
102
99
97
94
98
92
Base: Mobile Phone Owners
Source: GB TGI Q2 2014
Social DNA
Subconscious Stimuli
Lifestyle Statements
Conscious Choices
Cultural & Economic Capital – Positioning map
95
89
92
98
103
111
100
102
110
Base: Mobile Phone Owners
Source: GB TGI Q2 2014
‘How’ Do You Reach Your Audience
26%of EE consumers
are medium/heavy TV viewers
Top Television Channels
‘How’ Do You Reach Your Audience
Base: Mobile Phone Owners
Source: GB TGI Clickstream Q1 2014
Minutes per month
98Minutes per
month
1.2kMinutes per
month
52
‘How’ Do You Reach Your Audience
Base: Mobile Phone Owners
Source: GB TGI Clickstream Q1 2014
followers
201-300friends
151-200connections
151+