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Kantar Launches 'The WHY Code'
Kantar Media TGI has launched a new initiative called 'The WHY Code', which offers to help clients understand every stage of the consumer decision-making journey, both conscious and subconscious.
 TGI (Target Group Index), established in Britain in 1969, measures consumer product and brand consumption, attitudes and media usage and its uses include consumer profiling, brand positioning, media planning and buying. The WHY Code, developed over the past two years, builds on TGI's consumer insight and combines it with consumer psychology techniques to produce a suite of tools based on four steps in the analysis of consumer motivations.
Kantar Media says the solution has 'virtually unlimited' marketing applications and could inform everything from exploratory research, brand positioning and product design, to targeting and communication.
Richard Poustie (pictured), Head of Kantar Media TGI UK & Western Europe, comments: 'Vast quantities of behavioural data are produced every day. While such data can quantify certain aspects of a campaign, they cannot satisfactorily explain why a consumer acts in a certain way. The WHY Code brings what marketers have sought for a long time, giving them the opportunity to genuinely influence the consumer decision process.'
Web site: www.kantarmedia.co.uk .
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