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SAScon 2014 Insight for search strategies beyond keywords - Chris Bunyan
- 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
- 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
- 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+