The survey period and differentiated approach to expanding industries make "Typologie der Wünsche" (TdW) the ultimate market-media study of German consumer behaviour. "Typologie der Wünsche" is published by Media Market Insights and under licence by over twenty partners in the advertising media.
Amongst its manifold services, TdW provides data on target-group definitions to assist in advertisement planning. Psychobiographical target-group models such as SINUS, spending motivation or country attitudes are used to define target groups and draw up advertising concepts.
Survey of some 400 product ranges for consumer use and brand selection (including approx. 1800 brands using product photos, brand names and logos); qualitative surveys of cars, financial investments, medication, fashion/clothes, media, utilisation and more.
TdW implements a unique survey strategy where by product photos and logos are used to determine brand preferences. Using colour photos of products and original logos reduces the risk of consumers confusing brands. This ensures a more realistic representation of consumer attitudes compared to traditional survey methods.
Some 300 colour pictures and 1.100 logos are modified each year to reflect the current market situation.
The name TdW stands for MA compatible market-media study that integrates print media, electronic media and cinema.
The print segment surveys over 170 magazines, 10 national daily newspapers and regional daily papers in line with the MA method. Coverage (readers per issue) is adjusted to the results of MA 2009 Print Media II. Evidence for TV and the cinema corresponds to that of the MA (adjusted to MA 2009). Research will also focus on supplements, consumer magazines available at chemists and use of radio, online media and books.
The information provided will also cover qualitative aspects of media usage including magazine topics, TV genres, musical preferences, attitudes towards the advertising media, and more.
Individual evaluations (for example, target-group potentials, structures and media utilisation) can be used by special PC Evaluations Software.
For further information contact:
Tel. : 0049 89 92 50 34 45
Fax : 0049 89 92 50 29 91
e-mail : tdwi@burda.com
Population: Research based on German-speaking population from the age of 14 belonging to private households in the Federal Republic of Germany. This includes 64.824 million inhabitants of Germany.
Sampling system: Special sampling system based on the ADM sampling system and media analyses.
Sampling procedure: Addresses selected at random.
Sampling scope: 20.154 people
Questions: Surveys based on personal interviews and a written questionnaire. Interviews were carried out using a structured questionnaire; the written part of the survey was based on instructions provided by the interviewer.
Survey period: Interviews were held from September 1, 2008 to July 28, 2009 and from September 1, 2007 to July 27, 2008. Fieldwork was carried out by 993 interviewers.
Carried out by: IFAK, MMA
nach oben
Seite drucken