Understand why consumers make particular decisions, from their unconscious values to what drives their conscious choices Draw on a suite of tools for understanding the why, based on tried and tested commercial and academic expertise Differentiate the consumer motivations you can influence from those that are inflexible and adapt communications accordingly Cut through the proliferation of behavioural data to actionable insight into motivations Influence with impact at any stage of the consumer decision process Exploit a range of practical marketing applications, from exploratory research, brand positioning, product design and innovation, to targeting and communications
Social DNA
unconscious conscious
The roots of unconscious motivations, providing an over-arching context of what makes consumers tick at the most fundamental level. With its origins in accredited academic thinking, a segmentation has been created of the entire TGI universe - drawing upon existing and new measures on TGI - into nine mutually exclusive groups by the mix of economic and cultural capital they possess.
Subconscious stimuli
Understanding the unconscious aspect of consumer motivations. Respondents rate how positively they are disposed towards a series of words which touch upon core aspects of existence (e.g. friendship, power, faith, fashion, elegance etc) and are designed to elicit an instant, revealing response into consumers most fundamental, often consciously unacknowledged, motivations and imagery.
Lifestyle statements
Over 300 lifestyle statements across 20 categories, including a range of new statements developed specifically for The WHY Code. Explore the semi-conscious values that drive category and brand usage and engagement.
Conscious choices
Understanding the specific rational motives for choosing a particular product or service. Over 10 key categories covered, including food, toiletries, motoring, mobile phones, household products. Respondents evaluate the most important criteria from amongst key components of the marketing mix, such as brand, price, product features, promotion etc.
For more information, please contact: T: +44 (0)20 8433 4000 E: tgihotline@kantarmedia.com W: www.kantarmedia.com