Kantar Launches TGI Worldpanel

Kantar has linked its Worldpanel scanned FMCG household purchase data with data from Kantar Media's TGI consumer insight survey. The resulting service, TGI Worldpanel, promises clients a detailed understanding of the link between media consumption, consumer attitudes and UK purchasing.

Worldpanel's sample of 25,000 people has been fused with around 30,000 'main shoppers' from the TGI sample, to provide the media, marketing and FMCG industries with 'a comprehensive picture of consumers' lives from their precise demographic and geographic circumstances to the products, services and brands they use', including leisure activities and media usage.

The move is one of a number of product and service integrations following the WPP acquisition of TNS in 2008.

TGI was established in Britain in 1969 but has waited until the last decade to expand rapidly overseas - it now has a presence in over 60 markets worldwide. The studies measure consumer product and brand consumption, leisure activities, attitudes and media usage, with robust sample sizes adding up to a total of more than 700,000 interviews conducted around the world each year.

Kantar Worldpanel also traces its heritage back around forty years, and now has a team of 3,000 working on it, and services covering more than 50 countries directly or through partners.

Tim Kidd, MD of Kantar Worldpanel, comments: 'I am very excited that one of the leading insight tools for the media and marketing industries is joining together with one of the leading behavioural data sources for manufacturers and retailers'. Richard Asquith, CEO of Kantar Media TGI & Custom, says the new offer will 'allow brand owners, retailers, agencies and media owners to define targets in the same way and to talk each other's language for the first time.'

Web sites are at www.kantar.com , www.kantarmedia.com , www.kantarworldpanel.com and www.tgisurveys.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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