TGI, the source-code for all brand and product decisions

The Target Group Index (TGI) is a global network of single-source market research surveys providing invaluable, comparable consumer insights and trends. TGI enables answers to all types of marketing questions, quickly, flexibly and cost effectively to media owners, brand owners and agencies.

By accessing TGI data, our clients have valuable data at their fingertips for all their marketing analysis and planning, for immediate insights. Whatever the priority, whether it is consumer profiling, market segmentation, targeting, re-positioning, market entry, product development, brand insight, cross- promotions or media planning, TGI empowers you with the full 360 degree view of your, and your competitor’s consumers.

Our expert servicing team supports clients to reach their strategic business and research goals.

What does TGI measure?

• Consumption of products and services (Click to expand for more information)

TGI measures 19 broad product/ service sectors taking in the full range of consumer products and services and providing data on 8,000+ brands in 550+ product/service fields.

The list of brands measured in each sector is reviewed six monthly to ensure relevance to the South African brand landscape.

The sectors covered include:

  • Food
  • Sweet and Salty Snacks
  • Alcoholic Drinks
  • Non-Alcoholic Drinks
  • Household Products
  • Toiletries and Cosmetics
  • Pharmaceutical and Chemist Products
  • Tobacco Products
  • Pets and Pet Food
  • Shopping, Retail and Clothing
  • DIY and Gardening
  • Appliances and Other Household Durables
  • Electronics and Other Personal Items
  • Communications and Internet
  • Financial Services
  • Holidays and Travel
  • Sports and Leisure
  • Motoring
  • Government (South African innovation, specific to South Africa’s political landscape)

• Brand Awareness and Brand Imagery (Click to expand for more information)

Brand Awareness is often considered to be a prerequisite of consumers’ buying decisions, as it represents the main factor for including brands in a consideration set.

TGI measures brand awareness accessing 15,000 interviews across various industries, as part of a subscription solution, differentiating between top of mind and spontaneous awareness. Brand awareness is currently measured in the Telecommunications, FMCG, Finance, Retail, Toiletries and Cosmetics, Pharmaceutical and Motoring sectors.

Brand Imagery is the impression in consumers' mind of a brand's personality, and is authenticated through the consumers' perceived association and direct experience. TGI’s measurement of brand imagery accesses 15,000 interviews, currently across Telecommunications, Banking, Medical Aid and Long-term Insurance (as part of a subscription solution). Brand imagery empowers our clients to delve deeper into understanding how their brands fair, relative to competitors in their market.

• Demographics (Click to expand for more information)

Any variable or combination of variables measured by TGI can be analysed and profiled in terms of demographics. This includes full information on Socio Economic Levels (SELs), a global income segmentation which has been customised to measure South Africa’s lower market, and is based on individuals’ income potential. With TGI Global SEL, TGI users worldwide have a unique and consistent way of directly comparing segments of the population based on status. Further demographic variables include LSM (household income measure), income (personal and household), age, life stages, gender, working status, marital status, education, household characteristics and much more.

• Media consumption (Click to expand for more information)

Because TGI is a single-source planning tool, any of the product, brand, demographic or attitudinal information can be directly analysed against the extensive media consumption data collected from the same respondents. This enables subscribers to uniquely identify innovative media and marketing opportunities.

Media usage information is detailed and includes:

  • Magazines/Newspapers – number of issues read, when last read, reading habits, topics of interest, print engagement. Also includes community newspapers, daily/weekly/bi-weekly/fortnightly/monthly/bi-monthly/quarterly/ annual publications.
  • TV - channels, recorded TV, time of day consumed, duration, place, frequency and opinions. Also includes TV, satellite and special broadcasts.
  • Radio – stations, frequency, hours per day, times and place of listening, music, business and general programming preferences. Also includes digital radio.
  • Cinema – frequency, place, opinions and influencing factors. Includes 3D technology.
  • Outdoor – ad recall across 40+ out-of-home (OOH) platforms, travel times and mode of transport. Includes rank TV and electronic advertising measurements.
  • Digital, Mobile and Internet – includes online, mobile, social media, online participation, online shopping, email, devices used to access the internet (smartphone, tablets, PCs), time spent across different digital media and more.
  • Sponsorships and promotions – type preference, response to promotions, purchase influence and attitudes towards sponsorships.

• Attitudes and beliefs (Click to expand for more information)

Beyond standard demographics, there is a further and arguably much more powerful dimension that conditions consumers’ responses and behavioural patterns. Information on attitudes is an immensely powerful market segmentation tool.

You can access a wide range of attitudinal data in TGI. The questionnaire typically carries 590+ statements which are specifically designed to measure the values and opinions held by respondents. These statements cover attitudes to food, health, personal appearance, finance, motivation, shopping and many other areas. The list of statements measured is reviewed regularly to ensure the statements are relevant, appropriate and effective for segmentation purposes.

The resulting information provides a unique, qualitative perspective to quantitative research data. Correctly used, attitudinal information can discriminate far more powerfully between target audiences than demographic definitions alone. TGI offers you the chance to:

  • Break away from standard market definitions
  • Combine product and brand usage data with attitudinal information, to achieve new definitions of your audiences
  • Match attitudinal types with media consumption for new perspectives on planning and buying

• Bespoke and Predefined segmentations (Click to expand for more information)

The TGI survey can create bespoke segments based on your current market segments, through sourcing/matching relevant variables from the database TGI also includes various predefined segments which are invaluable tools for media owners and brand owners in understanding the emotional connections to their channel, or brand’s position respectively.

Predefined segmentations include:

  • Media Neutral Quintiles (a powerful means of cross-media planning, from a single source),
  • Word of Mouth (identifying individuals who are disproportionately influential through both their strength in social circles and their knowledge of specific sectors),
  • Health Zones (multi-country segmentation based on food and health related behaviour and attitudes),
  • Body Mass Index (a combination of height and weight variables),
  • Green Values (segments created using attitude statements relating to environmental issues)
  • Greenscapes (clusters describe distinct segments in which consumers are engaged with green issues and the environmental behavioural characteristics they display).
  • Life Values (differentiates consumers according to broad priorities in life and throws light on the motivations of the category and brand consumers),
  • Life Events, and
  • Life Stages.

• Our Methodology (Click to expand for more information)

Since 2003, TGI annually interviews 15,000 respondents aged 15+, living in communities 8,000+, through continuous fieldwork. TGI uses a stratified random probability sample and data is weighted to STATS SA population estimates. To ensure a nationally representative sample, the survey is based on EA (enumerated area) sampling and it released twice a year, representing 7,500 respondents per release.

• Choices4 Software and Output Tools (Click to expand for more information)

A TGI subscription solution is packaged with Choices4 software. Choices4 is a fully integrated software planning tool that puts the user entirely in control of data understanding. Choices4 provides scope to experiment, interact and discover with data like never before and turn it into engaging, actionable insight - all in an intuitive and easy-to-use way. Regular updates ensure Choices4 always keeps clients at the leading edge of planning expertise. Specific enablers include:

Choices Crosstab

    The basic analysis of TGI data is through cross-tabulation, which reveals how different variables within the data set relate with each other.

Trender Analysis

    Trender Analysis provides for the same crosstab to be run on multiple surveys to compare results individually, or year on year.

Media Planning and Optimisation

    A sophisticated program enabling the user to build, compare and contrast press schedules based on a target’s demographic and behavioural characteristics. Allows the user to calculate quickly the coverage and frequency of any given press campaign. A comprehensive utility enables the construction of detailed cost files and the inclusion of buying-deals in best-schedule calculations. Maximum efficiency is achieved through the use of genetic algorithms, which optimise plans against budget, reach and frequency criteria.

Correspondence Mapping and Cluster Analysis

    Correspondence mapping provides a means of displaying or summarising categorical data in two-dimensional graphical form, for ease of interpretation. Branded, psychographic and further data can be combined for useful analyses. Cluster analysis or clustering groups a set of objects in such a way that objects in the same group (called a cluster) are more similar (in some sense or another) to each other than to those in other groups (clusters). This is powerful through TGI’s extensive psychographics. Together, correspondence analysis and cluster analysis allow markets to be segmented in terms of consumer attitudes and motivation, thus providing a depth of insight unachievable through analysis of demographic correlations alone.

Consumer Segmentation and Psychographic Profiling

    With 590+ attitude statements from which to build a segmentation model, standard and customised segmentations are made possible.
    • Attitudinal and/or behavioural,
    • Target market/audience segmentations,
    • Segmentation tracking.
    • Psychographic profiling is built on segmentation models.


    An easy to access graphic tool will graph TGI crosstabs directly.

Easy Export to Excel and PowerPoint for Charting

    A fully-formatted spread sheet containing all the same information as in your crosstab will automatically be exported to Excel.

From the simplest profiles through to the most complex segmentations, Choices4 allows the user to do it all simply and efficiently. The interface is all on one screen and is designed to be engaging rather than be ‘statistical’. It shines a spotlight on the key relationships in the data, picking out dynamic findings and prompting ideas for further exploration.

Playing, moulding, shaping, styling and stretching the data can all be done with Choices4.

• Further optional extras (Click to expand for more information)

  • Trended Data
    • Trended data from 2003 is available from TGI SA. Trend analysis allows marketers to extract an underlying pattern of behaviour in a time series which would otherwise be partly/completely hidden.
  • Omnibus
    • Reach 15,000+ consumers with your unique questions. Insights will be published only to the owner of the omnibus, and are inserted into Choices4 allowing additional crosstab analysis against demographics, media and psychographics. Click to download Product Sheet
  • Why Code
    • A TGI enhancement with additional questions and smart analysis to assist clients in understanding not only the conscious but also the unconscious reasons why consumers behave the way they do. The Why Code is a powerful insight into the drivers of consumers’ personal preferences. Click to download Product Sheet
  • Township
    • TGI Township provides marketers with the requisite data to accurately target the township market. TGI empowers to understand the nuances of communities and as a result enable brands to successfully penetrate. Click to download Product Sheet
  • Viz Explorer
    • Instantly transform TGI and other survey data into visually engaging formats.
    • Reveal key findings not immediately obvious when viewing a crosstab report. Export the most engaging outputs straight into a report or presentation.
  • Chaid Analysis
    • Defining core targets. CHAID allows identification of key drivers within datasets. Results are presented in an easy-to-interpret diagram allowing a comprehensive overview of market structure, highlighting niche areas without the need for complex statistical tables or multiple cross-tabulations.
  • Searchlight
    • TGI Searchlight allows users to identify any target and run it against any or all of the variables on the whole database. The software searches through and seeks out the most discriminating variables thus providing a quick and comprehensive profile illustrating the impressive breadth of TGI.

Playing, moulding, shaping, styling and stretching the data can all be done with Choices4 software.

For more information on becoming a TGI subscriber, contact, 012 428-7400

Maria Petousis:

Julie-Anne Terblanche:

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