Target Group Index (TGI)

TGI is one of the largest projects that EMRC has been engaged in. The project started in 2002 under the exclusive license of BMRB International out-lines set by consumer products and services. TGI enables a subscriber company to accurately identify and focus on a certain target group form within a target market. TGI provides research data that can focus and analyze the target group from the following aspects:

1- General trend of products and services consumption with regard to the commercial brands.
2- General trend of media consumption.
3- Attitudes and life styles.
4- Daily activities.
5- Demographic characteristics of target market the project covers (Data on 15 Product Fields, 400 Products and Services and more than 2400 brands).

The data is collected continuously during 10 months of the year (2 months of the year Indices are not dependable in Iran). The survey collects information from 10,000 samples in the 7 largest cities in Iran. The data-base is then fed into the central element of the TGI, Choices -3 Software which enables subscribers to conduct powerful analyses for themselves ranging from simple cross-tabulations to complex multivariate segmentations. The study of the indices and their logical relation is imperative from the following aspects:

1- Proposing an effective and precise tool for identifying the target group.
2- Identifying life-styles, attitudes and interests of the target group.
3- Complete perspective of the company’s products and his rivals.
4- Creating the proper advertising approach, slogan.
5- Identification of the media and product consumption in the target group.
6- Scientific planning of the media and choosing the most effective advertising campaign.
7- Monitoring of the consumer attitudes.
8- Choosing the most appropriate media.
9- Monitoring of the efficiency the advertising campaign.