Geoff Wicken TGI Global Product Development Director BMRB International

1
Geoff WickenTGI Global Product Development
DirectorBMRB International
Trendspotting identifying the new consumers
2
TrendsCan they be predicted?When will a
product tip?
3
Own a mobile phone
Source TGI 1992 - 2003
4
Satellite/cable/digital TV receive
Source TGI 1988 - 2003
5
Internet ever use
Source TGI 2000 - 2003
6
Telephone banking use
Source TGI 1992 - 2003
7
TGI Countries
Norway
Canada
Russia

Sweden
Poland
Kazakhstan
N. Ireland Rep of Ireland
GB
Czech Rep
Slovakia
Germany
Hungary
Ukraine
France
Slovenia
Japan
USA
Romania
Croatia
Spain
China
Italy
Bulgaria
Turkey
Greece
Serbia
Iran
Taiwan
Israel
Hong Kong
Saudi Arabia
Mexico
India
Puerto Rico
Thailand
Nigeria
Philippines
Malaysia
Venezuela
Colombia
Singapore
Ecuador
Brazil
Indonesia
South Africa
Peru
Australia
Chile
Argentina
New Zealand
51 countries in 12 regions 650,000
respondents each year
8
Own mobile phone - France
Source TGI Europa 2000 - 2003
9
Use Internet - Spain
Source TGI Europa 2000 - 2003
10
Red Bull ever drink
Source TGI 1997 - 2003
11
Trendsetting brands who were the early adopters?
12
Red Bull early adopters (1999) Demographics
Source TGI 1999
13
First Direct early adopters (1996) Demographics
Source TGI 1996
14
Trendspotting Five Seismic Shifts in Attitudes
15
Significant attitudinal shifts Trend 1
Acceptance of debt
Agree With a credit card I spend more than I
would otherwise
38
Source TGI 1994 - 2003
16
Trendspotting I often buy a new brand to see
what its like
17
Significant attitudinal shifts Trend 2 Brand
promiscuity
Agree I often buy a new brand to see what its
like
33
Source TGI 1994 - 2003
18
Trendspotting I try to keep up with
technology
19
Significant attitudinal shifts Trend 3
Technological literacy
Agree I try to keep up with technology
28
Source TGI 1994 - 2003
20
Trendspotting I enjoy the ads on TV as much
as the programmes
21
Significant attitudinal shifts Trend 4 Growing
dislike of TV ads
Agree I enjoy the ads on TV as much as the
programmes
34
Source TGI 1994 - 2003
22
Trendspotting I think a lot of advertising
patronises women
23
Significant attitudinal shifts Trend 5 Less
sexual stereotyping
Agree I think a lot of advertising patronises
women
20
Source TGI 1994 - 2003
24
Attitudinal biases of early adopters
25
Red Bull drinkers in 1999

• 745,000 Red Bull drinkers 1.6 of all adults
• Attitudes agreed with top differentiating
  statements
• I like to stand out in a crowd 289
• I tend to spend money without thinking 212
• I like to keep up with latest fashion 203
• I cant resist expensive perfume/aftershave 180
• I like to try new drinks 179
• I enjoy films at the cinema more than on TV 178
• I like the idea of digital TV 171
• I really enjoy a night out at the pub 165
• I look forward to more TV channels 164
• Im tempted to buy products Ive seen
  advertised 163
• I try to keep up with technology 152
• I like to eat take-away meals 148
• My work is a career not just a job 143

Source TGI 1999
26
Holders of a First Direct account in 1996

• 550,000 First Direct account holders 1.2 of
  all adults
• Attitudes agreed with (or disagreed with where
  indicated) top differentiating statements
• I like to stand out in a crowd 208
• Disagree Stocks shares are too risky an
  investment 201
• Disagree I like to go back to familiar places
  for holidays 179
• My work is a career not just a job 177
• I enjoy films at the cinema more than on TV 176
• I am prepared to pay more for good quality
  wine 153
• I use credit cards mostly for business 150
• I really enjoy a night out at the pub 147
• When shopping I budget for every penny 147
• I try to keep up with technology 146
• I would consider going to Paris for the day 145
• I like to eat take-away meals 143

Source TGI 1996
27
Agreement with core statements by early adopters

• These five statements also featured highly among
  early users of other successful products
• In 1992 mobile phone users were 88 more likely
  than average to agree I like to stand out in a
  crowd.
• In 1999, consumers of yoghurt drinks were 42
  more likely than average to agree I enjoy films
  at the cinema more than on TV.

28
What are the differences?

• Early adopters of both Red Bull and First Direct
  share similarities, but also key differences
• I really enjoy a night out at the pub
• Red Bull drinkers are 65 more likely than
  average to agree
• First Direct customers are 47 more likely than
  average to disagree

29
Case Study A new energy drinkTargeting the
attitudinal early adopters
30
Attitudinal definition Energy Drink early
adopters (agreement out of 13 statements)
All adults
All Red Bull drinkers
Source TGI 1999
31
Sizing your target Energy Drink early adopters
(agreement out of 13 statements)
All adults
All Red Bull drinkers
Source TGI 1999
32
Sizing your target2003 GB TGI - Winter release

• Attitudinally-defined target
• Agree with at least 9 of the 13 statements now
  
• 7.7 of all adults (3.6m)
• Surrogate demographic target
• ABC1 Men aged 15-34
• 8.8 of all adults (4.1m)
• Only 23 of the attitudinal target are ABC1 Men
  aged 15-34

33
Making communications planning decisions
34
Media OverviewEarly adopters and demographic
target
INDEX
Energy drink early adopters
ABC1 men 15-34
Heavy Newspapers
160
148
Heavy Quality Newspapers
80
113
Heavy Mid-Market Newspapers
106
108
Heavy Popular Newspapers
170
107
Heavy General Magazines
132
129
Heavy Women's Magazines
177
32
No Women's Magazines
85
161
Heavy Cinema
270
261
Heavy Poster Exposure
123
137
Responded to direct mail in the last 12 months
90
64
Heavy Internet
164
223
Heavy Commercial Radio
133
93
Heavy TV
89
77
Medium TV
105
77
Light TV
95
133
Source TGI 2003 - Winter
35
Media OverviewEarly adopters and demographic
target
INDEX
Energy drink early adopters
ABC1 men 15-34
Heavy Newspapers
160
148
Heavy Quality Newspapers
80
113
Heavy Mid-Market Newspapers
106
108
Heavy Popular Newspapers
170
107
Heavy General Magazines
132
129
Heavy Women's Magazines
177
32
No Women's Magazines
85
161
Heavy Cinema
270
261
Heavy Poster Exposure
123
137
Responded to direct mail in the last 12 months
90
64
Heavy Internet
164
223
Heavy Commercial Radio
133
93
Heavy TV
89
77
Medium TV
105
77
Light TV
95
133
Source TGI 2003 - Winter
36
Media OverviewEarly adopter preferences
INDEX
Energy drink early adopters
ABC1 men 15-34
Heavy Newspapers
160
148
Heavy Quality Newspapers
80
113
Heavy Mid-Market Newspapers
106
108
Heavy Popular Newspapers
170
107
Heavy General Magazines
132
129
Heavy Women's Magazines
177
32
No Women's Magazines
85
161
Heavy Cinema
270
261
Heavy Poster Exposure
123
137
Responded to direct mail in the last 12 months
90
64
Heavy Internet
164
223
Heavy Commercial Radio
133
93
Heavy TV
89
77
Medium TV
105
77
Light TV
95
133
Source TGI 2003 - Winter
37
Top 5 Commercial TV Channels1st, 2nd or 3rd
Favourite
Energy drinks early adopters
Index
Profile
ITV 1 89 39 Channel 4 118 33 MTV 342 21 Sky
One 193 19 E4 286 19
ABC1 men 15-34
Index
Profile
Channel 4 114 32 ITV1 71 31 Sky One 182 18 Sky
Sports 173 18 MTV 204 13
Source TGI 2003 - Winter
38
Top 5 Commercial Radio StationsListened in the
last week
Energy drinks early adopters
Index
Profile
Big City Network 205 16 Capital FM 188 11 Kiss
100 FM 267 9 Virgin 184 8 Classic FM 53 6
ABC1 men 15-34
Index
Profile
Big City Network 143 11 Virgin 228 10 Kiss 100
FM 210 7 talkSPORT 160 6 Capital FM 97 5
Source TGI 2003 - Winter
39
Top 5 Daily NewspapersAverage Issue Readership
Energy drinks early adopters
Index
Profile
The Sun 170 33 Daily Mirror 127 14 Daily
Mail 78 10 Daily Star 207 8 Metro 194 7
ABC1 men 15-34
Index
Profile
The Sun 121 24 Daily Mail 70 9 Daily
Mirror 79 8 Metro 252 8 The Times 192 7
Source TGI 2003 - Winter
40
Creative - MusicSpecially choose to listen on
the radio
INDEX
Energy drink early adopters
ABC1 men 15-34
RB/Swing
248
120
Pop/boy and girl bands
222
101
Chart/Mainstream well-known artists
190
118
Soul
148
94
Latin Dance (salsa/lambada, mambo, latino)
123
104
Jazz/Bluenote
89
159
Blues/Swingbeat
93
128
Source TGI 2003 - Winter
41
Creative - FilmsFavourite type of film at the
cinema
INDEX
Energy drink early adopters
ABC1 men 15-34
Thrillers
232
189
Action Adventure
225
231
Comedy
206
207
War Films
142
117
Romantic Comedy
127
48
Science Fiction
125
264
Fantasy
119
209
Source TGI 2003 - Winter
42
Creative - SportsAny Interest
INDEX
Energy drink early adopters
ABC1 men 15-34
Aerobics/Keep Fit
203
98
Yoga
165
84
Stock-car Racing
162
111
Ice Skating
146
77
Swimming
134
108
Show Jumping
106
37
Table Tennis
135
183
Motor Rallying
146
167
Snooker
111
142
Motor Racing
120
137
Tennis
125
136
Golf
102
136
Rugby Union
121
135
Football
116
117
Cricket
92
117
Source TGI 2003 - Winter
43
Conclusions think about your target

• Before launching a product
• look at similar launches in the past
• who were the early adopters?
• what were their attitudes?
• Decide how much you want to segment
• Use just the 4-5 statements key to all
  categories?
• Take category-specific attitudes into account?
• Compare attitudinal with demographic targeting
  options
• Consider using attitudes and demographics in
  combination

44
Geoff WickenTGI Global Product Development
DirectorBMRB International
Trendspotting identifying the new consumers