Project Description

Main research objectives

The main objective of the project is providing information on product categories and trademarks to help clients define target groups of consumers and plan effective advertising campaign. The data obtained in research is one of the key factors in the marketing decision-making process. The Marketing Index results can be applied to meet the challenges of advertising agencies, advertisers and the mass-media.

Sample represents Russian citizens from 16 years old living in cities with population over 100,000 people.

We provide data on Russia in general, Moscow and St. Petersburg separately.

TNS researchers collect information on

I. CONSUMPTION OF GOODS AND SERVICES

The form includes questions on approximately 300 product categories. Part of the questions concerns personal consumption/purchase of goods/services and the rest of them are about family consumption. The questionnaire structure generally looks like this:

	Fast Moving Consumer Goods	Durable goods	Services
Personal consumption	Food Drinks Alcohol Tobacco Toiletry Cosmetics Perfumery Medicine	Clothing Footwear Watch Cell phone	Finance Insurance Tourism Mobile networks Fast-food Entertainment
Family consumption	Food Baby-goods Household chemical goods Goods for pets	Household appliances Electronics Automotive Furniture Communications facilities Photography Maintenance goods

II. CONSUMER CHARACTERISTICS

Social-demographic characteristics

Each respondent provides us with information on their age, gender, education, employment, social and marital status, and also on the household size, children and family budget items.

Lifestyle

This group of questions is about respondent’s lifestyle, interests and preferences. The following information helps to define and describe consumer target groups with higher accuracy:

• Free time spending
• Sports
• Preferences in video
• Fiction reading by genres
• Moscow cinemas visiting
• Moscow shops visiting

Attitude to advertising

Respondents are surveyed on their general attitude to advertising (like/dislike), on advertisement types that catch their attention and arouse trust at the highest extent. Obtained data help to choose the most efficient advertising media for each category of products and services.

III. MEDIA

Audience of the following media is measured:

• Newspapers/magazines
• Radio
• TV
• Internet