Difference between revisions of "AY1516 T2 Group 18 Project Overview"
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==<div style="background:#ff4fa7; padding: 10px; font-size: 14px; font-weight: bold; line-height: 1em; text-indent: 15px; border-left: #D3D3D3 solid 25px;"><font color="white">Sponsor Background Information</font></div>== | ==<div style="background:#ff4fa7; padding: 10px; font-size: 14px; font-weight: bold; line-height: 1em; text-indent: 15px; border-left: #D3D3D3 solid 25px;"><font color="white">Sponsor Background Information</font></div>== | ||
| − | + | Taylor Nelson Sofres (TNS) is one of the largest research agencies worldwide. They provide actionable insights to help companies make impactful decisions that drive growth. TNS is part of Kantar, one of the world's largest insight, information and consultancy group. | |
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==<div style="background:#ff4fa7; padding: 10px; font-size: 14px; font-weight: bold; line-height: 1em; text-indent: 15px; border-left: #D3D3D3 solid 25px;"><font color="white">Introduction and Project Background</font></div>== | ==<div style="background:#ff4fa7; padding: 10px; font-size: 14px; font-weight: bold; line-height: 1em; text-indent: 15px; border-left: #D3D3D3 solid 25px;"><font color="white">Introduction and Project Background</font></div>== | ||
| − | + | Understanding your target audience remains at the heart of successful marketing. The Connected Life is TNS's global syndicated study to understand connected consumer better. It is the largest and most comprehensive study of digital behavior of global consumers across the world. <br><br> | |
| + | The need for the study includes the following: <br> | ||
| + | a) There was a gap in the market as no one was offering such comprehensive information about digital consumers <br> | ||
| + | b) It was cost prohibitive for one client to undertake such a global venture and hence, clients were only doing these studies selectively and where budgets allowed <br> | ||
| + | c) Other studies which also claim to have such a global footprint were either by publishers themselves or by media agencies, thus clients are apprehensive that the analysis offered by them is biased and hence an independent study like Connected Life has great appeal. | ||
| + | |||
| + | <div align="left"> | ||
| + | ==<div style="background:#ff4fa7; padding: 10px; font-size: 14px; font-weight: bold; line-height: 1em; text-indent: 15px; border-left: #D3D3D3 solid 25px;"><font color="white">Project Motivation</font></div>== | ||
| + | |||
| + | With the advent of the internet and digital devices over the past decade, it has become increasingly complex to understand and influence the choices of consumers. The media landscape has been shifting and traditional marketing approaches no longer work as well today. As such, it brings forth the need to formulate new approaches in connecting today’s consumers with companies. TNS hopes to generate actionable insights from the dataset of the Connected Life study that will help marketers come up successful marketing strategies to aid business decisions. | ||
| + | |||
| + | As the study covers across 50 countries and over 58 product categories, we will be delving down and focusing on Singapore and Malaysia markets, and the Fast-Moving Consumer Goods (FMCG) sector for the purpose of our analysis. | ||
| + | |||
| + | <div align="left"> | ||
| + | ==<div style="background:#ff4fa7; padding: 10px; font-size: 14px; font-weight: bold; line-height: 1em; text-indent: 15px; border-left: #D3D3D3 solid 25px;"><font color="white">Project Objectives</font></div>== | ||
| + | |||
| + | The aim of this project is to help marketers from the FMCG industry to identify target consumer profiles, digital media platforms, and as well as devices to allow for more targeted marketing strategies, thus maximizing return on investment (ROI) on their business decisions. | ||
| + | |||
| + | As a market research company, TNS would need to present its findings and insights from the study to marketers from various companies. As such, our aim is to provide an interactive and dynamic dashboard that will instinctively display crucial actionable insights to marketers without the need for them to be equipped with technical knowledge, nor delving into the data themselves. | ||
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Revision as of 09:17, 10 January 2016
Contents
Sponsor Background Information
Taylor Nelson Sofres (TNS) is one of the largest research agencies worldwide. They provide actionable insights to help companies make impactful decisions that drive growth. TNS is part of Kantar, one of the world's largest insight, information and consultancy group.
Introduction and Project Background
Understanding your target audience remains at the heart of successful marketing. The Connected Life is TNS's global syndicated study to understand connected consumer better. It is the largest and most comprehensive study of digital behavior of global consumers across the world.
The need for the study includes the following:
a) There was a gap in the market as no one was offering such comprehensive information about digital consumers
b) It was cost prohibitive for one client to undertake such a global venture and hence, clients were only doing these studies selectively and where budgets allowed
c) Other studies which also claim to have such a global footprint were either by publishers themselves or by media agencies, thus clients are apprehensive that the analysis offered by them is biased and hence an independent study like Connected Life has great appeal.
Project Motivation
With the advent of the internet and digital devices over the past decade, it has become increasingly complex to understand and influence the choices of consumers. The media landscape has been shifting and traditional marketing approaches no longer work as well today. As such, it brings forth the need to formulate new approaches in connecting today’s consumers with companies. TNS hopes to generate actionable insights from the dataset of the Connected Life study that will help marketers come up successful marketing strategies to aid business decisions.
As the study covers across 50 countries and over 58 product categories, we will be delving down and focusing on Singapore and Malaysia markets, and the Fast-Moving Consumer Goods (FMCG) sector for the purpose of our analysis.
Project Objectives
The aim of this project is to help marketers from the FMCG industry to identify target consumer profiles, digital media platforms, and as well as devices to allow for more targeted marketing strategies, thus maximizing return on investment (ROI) on their business decisions.
As a market research company, TNS would need to present its findings and insights from the study to marketers from various companies. As such, our aim is to provide an interactive and dynamic dashboard that will instinctively display crucial actionable insights to marketers without the need for them to be equipped with technical knowledge, nor delving into the data themselves.
