AY1516 T2 Group 18 Project Overview

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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. Many companies now rely on digital marketing to reach out to consumers, where digital media growth have been estimated at 4.5 trillion online advertisements served annually with digital media spend to be at 48% in 2010. As such, it brings forth the need to formulate new marketing 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 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 senior management and 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 spending time delving into the data themselves.

The final deliverables will therefore aim to:

• Identify FMCG target consumer profiles, digital media platforms they should use, and the type of device(s) used to best engage and connect with target consumers
• Allow end users to visualize data findings and generate actionable insights through the means of an interactive and dynamic dashboard

In order to achieve these objectives, more granular questions must be answered through the course of our analysis:

• Who are our target consumers?
• What are the digital media platforms and devices that allow marketers to get to my target consumers and connect with them?
• How do marketers improve their touchpoint planning?
• What are the digital media platforms and content that needs to be prioritized in order to drive engagement and advocacy amongst the target consumers?
• After engagement is done, how do marketers influence the mindsets and decisions of the connected consumer?
• How are marketers going to improve their company’s performance in order to enhance the connected customers’ satisfaction?

Project Scope

Project Methodology

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Project Limitations & Asssumptions