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Presence

Slovenia from 1992
Croatia from 1995
Albania (Mediana sh.p.k.) and
Serbia (Mediana Adria) from 2007
Macedonia (Mediana Marketing solutions) since 2011

Mediana TGI Advantages


TGI collects data about respondents from several different angles. These are in fact not only asked about their usage of products and brands, but also about their leisure activities, use of services, media exposure, behavior, motives and of course demographics. It means that the possibility of data usage is extremely extensive and flexible and presents an endless source of opportunities for marketing analysis and segmentation, targeting and consumer understanding.



Socio-demographics

Each variable or combination of variables that are included in the TGI, can be analyzed according to socio-demographic characteristics. TGI offers data on:
  • gender,
  • age,
  • income,
  • education,
  • regions,
  • household size,
  • work activities,
  • socio-economic class and many other features. 
 

Consumer opinions and behaviour

In addition to data on demographics, TGI offers another, more powerful causal dimension, which connects the behavior of consumers and users of products or services. Information on the opinions and behavior (also known as TGI lifestyle) can be a very powerful tool for market segmentation.

  • health,
  • travel,
  • beverages,
  • food,
  • environment,
  • cars,
  • finance and many other sectors.
Research statements are regularly updated and allow an appropriate and effective market segmentation.

Gathered information provides a unique qualitative view on quantitatively gathered data. When used properly, the data on lifestyle represent a much more powerful distinguishing tool between target segments, as the demographic definitions themselves do.


Media coverage

TGI also includes information about media consumption of individual segments of people. In this way, the customer acquires an extremely powerful tool for media planning, because TGI includes both traditional and non-traditional media.
Data on media exposure include:
  • Television (number of hours of viewing, monitoring of domestic and foreign television programs, information on viewers of different TV shows)
  • Radio (number of hours of listening, reach, time schedules, activities during listening)
  • Print media (reach and the readership, frequency of reading, subjects of interest in the press)
  • Movies (frequency of visits and reach)
  • Various outdoor media (roadside posters, advertisements on buses, in cafes, gas stations, etc.)
  • Internet (frequency of use, reach, number of hours of usage, location, purpose, visits to individual websites)
  • Direct mail (frequency and type of response)
TGI data is presented in 17 sectors, which include data on 280 product or service groups and 5.500 brands.