Typology of wishes
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| Head of Institute: | Frank-Michael Müller | ||
| Founding year: | 1974 | ||
| Institutionalization: | 1974 | ||
| Place: | Erding | ||
| Address: | Typology of Wishes Institute for Media and Consumer Research IMUK GmbH & Co. KG Freisinger Str. 62 85435 Erding |
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| Website: | www.tdwi.com | ||
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The Typology of Requests ( TdW ) was one of the largest German market media studies. It provided detailed information about the consumer's world. The attitudes, needs and behaviors of numerous target groups were described in the TdW. It also provided extensive information on consumer and media usage behavior. Around 1,000 computer-aided, personal interviews were collected for TdW every month . The data from the TdW corresponded to the requirements of the microcensus and were representative of the population in Germany. The TdW was published by the Institute for Media and Consumer Research IMUK. The range of values in the media analysis documented titles were adapted to the media analysis, since it is used as a standard study.
The TdW was used in particular for media planning , i.e. for the development and placement of advertising campaigns . But it also provided important insights into the needs, attitudes and, above all, consumer behavior of various target groups for other industries. With more than 10,000 interviews per year (around 20,000 interviews were summarized for two years for analysis), the TdW was one of the largest regular surveys.
In 2013, TdW and Consumer Analysis (VA) were included in the best for planning (b4p) of the Society for Integrated Consumer Research (GiK).
Content
The numerous characteristics have been divided into three areas:
1. People
Motivation, interests, attitudes and needs gave an insight into people's value system . The TDW had a wealth of attitude characteristics available both on fundamental social issues, as well as on consumer and leisure behavior, the environment and nutrition, and on advertising. These numerous characteristics describe what often disappears behind the hard facts of the demographic data: The emotions and values of the respondents, which provide important insights for understanding target groups because they have a central influence on consumer and media usage behavior.
- Sociodemography
- Personal attitudes and behavior (psychological and sociological description, cultural background, models such as sinus milieus , living environments according to Gerhard Kleining , limbic types)
- Value orientation
2. Media
The TdW offered a range of information on the individual media channels. These went far beyond the reach of traditional media and also included sporting events, outdoor advertising and point-of-sale measures. It was not only asked about the pure media usage behavior, but also the respective motivation of the people was recorded. Likewise, subject interests and reasons for using certain communication channels.
The following was queried:
- Basic media use (reading behavior, reading locations, television reception , television use , radio use, cinema , online)
- Reading behavior, compliant with media analysis for more than 170 magazines and newspapers
- Use of TV channels
- Use of more than 100 internet offers
- Reading books, using audio books
- Use of mobile phones , e-mail, chat , forums
- Attention from outdoor and point of sale advertising
3. Markets
With the mapping of over 1,800 brands in 12 market areas , TdW was one of the leading market media studies in Germany. Since 1984, the TdW has been the only study to visually query brands and products using colored product images and brand logos . Less likelihood of confusion and more realistic memories thus enhanced the quality of the survey.
Market areas:
- Automotive
- Beauty ( cosmetics and cosmetic surgery )
- Consumer Tech ( household technology and entertainment electronics )
- Fashion
- Finance
- Food & Beverage (food and beverages, see food industry )
- Garden
- Health
- Leisure
- Living
- Shopping
- Travel
Regional breakdown
The data were available nationally, at the level of the Nielsen areas , according to federal states , administrative districts , municipalities and postal delivery districts .
TdW Dialog
In cooperation with Deutsche Post AG , the typology of the wishes could also be evaluated micro- geographically and could e.g. B. can be used for direct marketing or location planning. For this purpose, the elevation data of the TdW were microgeographic information about statistical methods fused and projected on the geographical area.
publication
The typology of the wishes could be evaluated online and was available as a database for the common media planning systems. A printed report was published once a year.
See also
- Media analysis (Germany)
- Allensbacher market and advertising medium analysis
- Market research
- Best for planning
literature
- Typology of wishes 2011 . Institute for Media and Consumer Research (Ed.)
- The Sinus Milieus in Germany. Strategic marketing and media planning with the typology of wishes Intermedia . Hubert Burda Media (Ed.), ISBN 3-9804468-7-5
- 25 years of TdWI. An illustrated documentation of 25 years of typology of wishes. Burda Advertising Center (Ed.), Offenburg 1999
Web links
- tdw.de - Website of the Typology of Wishes
- pz-online - online evaluations of the TdW and other studies in the target group finder
Individual evidence
- ↑ Biographical lifeworlds in the TdWI 2001 / 2. A multi-dimensional, dynamic approach to target group description. In: IM (Ed. Initiative Media), 1, 2002