Kantar and China-based Sinomonitor in TGI Partnership

Kantar and China-based consumption and media research company Sinomonitor have announced a data sharing partnership, to improve access to the former firm's TGI consumer insight data and help their respective clients better understand their growth markets.

TGI (Target Group Index), which was established in Britain in 1969, measures consumer product and brand consumption, attitudes and media usage, giving a detailed picture of consumers' day-to-day behaviour. Earlier this year, Kantar doubled the frequency of its Republic of Ireland TGI survey data release, and last year, Kantar announced that its Great Britain TGI consumer survey would be updated and released on a monthly basis.

Through the partnership, Kantar's TGI clients will gain new opportunities to understand the dynamics of the Chinese media landscape, as well as product and brand choices made by Chinese consumers. Sinomonitor clients will have access to data from Kantar's TGI network, which surveys more than 700,000 people in 45 markets.

Leon Liu, the Executive Director of Sinomonitor, says that the partnership with TGI - alongside his firm's existing continuous research products such as the China Marketing and Media Study (CMMS) and Rich Marketing and Media Study (H3) - will enhance consumer insights and media planning for ad agencies and media owners. Christopher Larmour, TGI Product Director, adds: 'Both Kantar's TGI and Sinomonitor have long-established interests in consumer and media measurement innovation - this partnership will allow us to deepen these synergies further and enable clients to improve their understanding of changing consumer behaviour in China and across our network of TGI markets.'

Web sites: www.kantar.com and www.sinomonitor.com .