1. TGI Northern Ireland
The measure of understanding
Define and reach target groups in
Northern Ireland
Understand consumption and behaviour
particular to the Northern Irish
consumer
Achieve effective communication across
the market
Stay ahead of market trends and
dynamics
Gain insight through tailored
segmentations
Details overleaf > > >

2. TGI Northern Ireland
TGI Northern Ireland is an annual representative survey of adults aged 15+ in NI, based
on a sample of 2,000.
Established in 1994, Northern Ireland provides valuable insight into the Irish market
through measurement of:
• Demographics
• Product usage
• Media habits
• Leisure activities
• Attitudes
TGI also releases a pan-Ireland 32-counties dataset allowing cross-border targeting
and a combined UK database combining Northern Irish and GB data.
Tailored insight Reaching the target
TGI Northern Ireland data has a Extensive coverage of local, national and
wide range of media planning and international media brands complements
buying applications and can also help in-depth questions about media usage
marketers understand the crucial ‘why’ and daily consumption. The survey
of consumer purchase decision-making. measures both above-the-line and below-
the-line media including ambient and
For example, those considering buying direct mail.
a Renault are more likely to cite ease of
parking and interior space / functionality Media engagement and attitude statements
as the most important factors in their go beyond consumption to examine the
previous car purchase. In contrast those factors that drive media choice and ad-
considering buying a Volkswagen are receptivity. The addition of named websites
more likely to have been influenced allows 360° understanding of the consumer
by company reputation. This kind of media mix.
information can help marketers not
only to maximise customer retention
but also to realise new sales. Similar
purchase influencer data is available
across a wide range of sectors and can
be cross-analysed against the full set of
TGI variables.
For more information, please get in touch:
T: +44 (0)20 8433 4000
E: tgihotline@kantarmedia.com
W: www.tgisurveys.com