Kantar Media Launching TGI Consumer Insights In US

Kantar Media announced it is launching TGI, a leading consumer insights business, in the U.S. Already established in 70 countries, Kantar Media TGI is a global solution that provides marketers with a 360-degree view on consumer attitudes, behaviors, product usage and media consumption.

Using insights drawn from more than 800,000 interviews each year, TGI helps marketers better anticipate emerging global consumer trends through use of multi-country comparisons that apply consistent variables across categories. This global approach is also used to give brand teams the local market knowledge needed to determine optimal markets for product launches, analyze market potential and assess the competitive local landscape.

Leslie Albright, head of Kantar Media TGI, U.S., said, “TGI fills a need in the U.S. for consistent consumer insights delivered with a global perspective. Acting as a strategic marketing partner, TGI extends the utility of a marketer’s category segmentation work, making it more actionable. It does this by connecting consumer targets with communication planning and strategy.”

Catherine Motquin, consumer market insight director, fragrances and body care Europe, Coty, added, “Through [its] multi-dimensional approach to analyzing consumer behavior, TGI has helped everyone from senior management to marketing, and category teams drive strategic and tactical decisions. Globally, TGI has helped us to understand who our consumers are, how they differ from other consumers, what differences exist market by market and how our brands are positioned compared to key competitors.”

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