sascon 2014 insight for search strategies beyond keywords - chris bunyan

Using TGI’s WHY CODE to further understand consumers for SEO and Content Strategies

By Chris Bunyan | Group Account Director, Kantar Media TGI

THE GB TGI SURVEY – A REMINDER

Survey of 24,000 British Adults

aged 15+

Weighted to GB population

Data collected via printed

questionnaire or online

Respondents recruited via face to face interview

THE WHO, WHY & HOW OF CONSUMER BEHAVIOUR

TGI LifestyleThe WHY Code

‘Who’ is Your Audience

Live in London

LifestageFledglings

34%more likely

Age Group15-34

39%

Social GradeAB

29%

Avg Income

£26,042

University degree

27%Base: Mobile Phone

OwnersSource: GB TGI Q2 2014

30%more likely

UNCONSCIOUS

CONSCIOUS

The WHY Code

Social DNA

Subconscious Stimuli

Lifestyle Statements

Conscious Choices

Analyse decision shortcuts, rational and

post-rationalised criteria

Drive category and brand usage by understanding semi-conscious values

Connect with consumers’ deep subconscious imagery

Discover the roots of consumer tastes and

preferencesSocial DNA



Conscious Choices

The WHY Code

7

Consumers’ Most Important Criteria Social DNA



Conscious Choices

Top Criteria of Choice statements for mobile phones

PERSONAL EXPERIENCE 137 (15%)

BRAND IMAGE127 (10%)

CONSUMER/USER REVIEWS

122 (9%)

INTERNET SPEED 121 (17%)

PERSONAL EXPERIENCE 179 (20%)

BRAND IMAGE207 (17%)

CONSUMER/USER REVIEWS138 (11%)


Base: Mobile Phone Owners

Source: GB TGI Q2 2014


122 (9%)



122 (9%)



122 (9%)










Conscious Choices

The WHY Code

Social DNA



Conscious Choices

Consumers’ Values



I can’t resist buying expensive perfume/aftershave

13% 110

It can’t leave home without make-up 17% 108

Appearance Conscious

Easily Influenced

Vert% Index

I wear designer clothes 18% 134

I like to stand out in a crowd 18% 124

Attention Seekers

Ambitious

Vert% Index

I find it difficult to say no to my kids 25% 114Celebrities influence my purchasing decisions

5% 109

I want to get to the very top in my career 31% 126I like to have control over people and resources

21% 124









Conscious Choices

The WHY Code

wild

respect

work

to climb

to buy

desert

rule

precious

to attack

speed

softness

birth

nudity

fashion

red

disorder

soldier

eternal

property

effort

fault

detachment

to produce

entrepreneur

confidence

to build

cry

discipline

water

school

to economise

to write

wild

respect

work

to climb

to buy

wild

respect

work

to climb

to buy

desert

rule

precious

to attack

speed

softness

birth

nudity

fashion

red

disorder

soldier

eternal

property

effort

fault

detachment

to produce

entrepreneur

confidence

to build

cry

discipline

water

school

to economise

to write

wild

respect

work

to climb

to buy

Total Sample

happiness

holiday

cowardice

party

harmony

hate

sun

maze

to console

voluptuous

fire

magic

peak

refined

sacred

original

emotion

soul

desire

tenderness

virile

game

creator

metallic

to ponder

glory

clever

feminine

sublime

to age

noble

danger

challenge

carnal

elite

patience

Social DNA



Conscious Choices

How People Feel About Various Words

193primal words tested

Very Negative

-3 -2 -1 0 +1 +2

Very Positive

+3

Social DNA



Conscious Choices

How People Feel About Various Words











Conscious Choices

The WHY Code

Social DNA



Conscious Choices

Cultural Capital & Economic Capital – Positioning map

Cultural Capital

Economic Capital

Social DNA



Conscious Choices

Cultural Capital & Economic Capital – Positioning map

Cultural capital

dominant

Economic capital

dominant

Low global amount of capital

High global amount of capital

Cultural capital

dominant

Economic capital

dominant

Low global amount of capital

High global amount of capital

Social DNA



Conscious Choices

Cultural & Economic Capital – Positioning map

Social DNA



Conscious Choices


111

109

98

102

99

97

94

98

92



Social DNA



Conscious Choices


95

89

92

98

103

111

100

102

110



‘How’ Do You Reach Your Audience

26%of EE consumers

are medium/heavy TV viewers

Top Television Channels



Source: GB TGI Clickstream Q1 2014

Minutes per month

98Minutes per

month

1.2kMinutes per

month

52



Source: GB TGI Clickstream Q1 2014

followers

201-300friends

151-200connections

151+

sascon 2014 insight for search strategies beyond keywords - chris bunyan

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