How would you define the success of Kantar's TGI (Target Group Index) survey platform?

Introduction

Defining the success of Kantar's TGI (Target Group Index) survey platform requires a comprehensive approach that considers multiple stakeholders and metrics. To address this product success metrics challenge effectively, I'll follow a structured framework covering core metrics, supporting indicators, and risk factors while considering all key stakeholders.

Step 1

Product Context

Kantar's TGI survey platform is a market research tool that provides insights into consumer behavior, attitudes, and media consumption patterns. It's used by advertisers, media agencies, and brands to make informed decisions about marketing strategies and media planning.

Key stakeholders include:

1. Advertisers and brands (seeking consumer insights)
2. Media agencies (planning campaigns)
3. Publishers and media owners (understanding audience value)
4. Market researchers (analyzing trends)
5. Kantar itself (as the service provider)

The user flow typically involves:

1. Survey design and distribution
2. Data collection from consumers
3. Data processing and analysis
4. Report generation and visualization
5. Insights delivery to clients

TGI fits into Kantar's broader strategy of providing data-driven insights to help businesses make better decisions. It complements other Kantar offerings like brand tracking and media measurement services.

Compared to competitors like Nielsen or GfK, TGI's strength lies in its comprehensive consumer profiling and its ability to link attitudes with media consumption and purchasing behavior.

In terms of product lifecycle, TGI is a mature product but continually evolving to incorporate new data sources and methodologies.