SME, mr, wpp, kantar, kantar media, business

1. Business Culture Index
(BCI)
Understand and exploit the UK
small and medium size enterprise (SME) market
Understand SMEs by what drives their
culture – mindset, character, attitude etc
Pinpoint the most valuable, dynamic,
aggressively growing SMEs
Choose the mix of media and brands
that will most engage your SME target
Target flexibly by sector and company
size (sole traders to 250 employees)
Speak the language of SME decision
makers by understanding their outlook
Details overleaf > > >

2. Business Culture Index (BCI)
BCI is an annual survey of small and medium-sized businesses (SMEs) across the UK.
Based on a large, representative 3,500 sample of owners or board directors of SMEs,
the study covers businesses with up to 250 employees (the official government SME
size definition).
The survey is a collaboration between TGI and the SME think tank CultureMap. BCI is
the first ever SME survey for marketing processes and covers:
- Business structure
- Cultural characteristics
- Products and services used
- Media usage and attitudes
Target the most dynamic SMEs
By using BCI to focus marketing activity on those SMEs likely to be particularly
valuable, brands can avoid a great deal of wastage. For example, owners or board
directors of SMEs with aggressive growth targets are significantly more likely to
consume a range of media brands than those at the average SME. These include social
networking sites, online press titles and radio stations.
For those used to consumer marketing, the small business sector represents a vast
new and traditionally far less exploited area. However, its value is immense. BCI
enables effective mining of this market by avoiding pre-selection of specific audiences.
It gives you a representative sample of the UK’s small and medium businesses,
enriched with colour and nuance and a wealth of information that will allow you to
clearly see the SMEs you want and craft your messaging by group.
Business Culture Index
Business Cultural Products and Media usage
structure characteristics services used and attitudes
Structural information How SMEs decide on
‘The way we do
describing type and and use key product How SMEs use media
business round here’
outlook of a business categories
For more information, please get in touch:
T: +44 (0)20 8433 4000
E: tgihotline@kantarmedia.com
W: www.tgisurveys.com