Marketers, media organisations and agencies need to 'go beyond demographics' for assessing when and how users of their product category watch TV, listen to radio and read newspapers and magazines. Lifestyle habits, attitudes and intentions to purchase are now more than ever, critical target segmentation “tuners”.
CMI allows targeting by product usage and frequency as well as by media consumption. Clients can target their markets and evaluate media campaigns based on the Panorama data base which is fused with the official buying and selling television audience measurement currency for New Zealand.
CMI is a fully national syndicated quantitative database offering value-added marketing solutions. It integrates:
- Consumer demographics, attitudes and interests
- Brand and Category specific product usage/buyer behaviour
- Media consumption - TV, Radio, Cinema, Outdoor, Online and Radio, Newspapers, Magazines and more
CMI was developed to move advertising/media planning beyond traditional demographics so as to plan and evaluate integrated multi-media campaigns based on buyer-graphics and doer-graphics (what your market actually buy and do). Using the most accurate information sources available - AGB Nielsen Media Research's PeopleMeter data combined with Nielsen Medias National Readership Survey, and product usage information.
CMI is a rich and powerful database designed to profile markets, define target audiences, recognise trends, seek opportunities and plan media.
The end result is a single, powerful business tool that takes marketing and media planning to a new level of efficiency and effectiveness.
CMI has the answers:
- Who my consumers are
- What they look like
- Where they live
- What they do, think, feel
- How they compare with my competition's consumers
- How I can better target my media campaigns through understanding their media consumption
Who should use CMI?
Advertisers - Retail Services and Manufacturers
For advertisers Panorama represents a better way of understanding consumer usage of products and services. View your market share or trends in your market. Find out what else is in their brand repertoire. Find out how your market differs from your competitiors. Determine sponsorship opportunities through CMI "doer-graphics". Understand your customers needs or your potential customers needs and maximise opportunities in the marketplace.
CMI represents a way of improving the multi-media planning process, as well as a means of gaining a better understanding of their clients' customers. Go beyond traditional demographics and match the media to suit your actual target market. Target your market more cost effectively. Panorama Multi Media, Reach and Frequency allows cross comparison of media schedules across a variety of mediums including television, print and cinema.
CMI can demonstrate the effect they can have in a Multi Media schedule and pinpoint potential advertisers whose customers are reached through these media.
What is Available?
Stores by Type
Regional Radio Listening
Food & Drink
Food and non-food items bought
Snacks eaten last week
Sports Drinks/Energy Drinks
Muesli and Wrapped Hlth
Computer in house
Performances and Events
Car Buying & Leasing
Habits and Preferences
|Travel & Tourism
Sports & Racing & Lotteries
Non Alcoholic Beverages
The CMI Survey
CMI comprises three components:
- Face to face interview including Industry standard readership data collection
- Self completion diary
- Industry standard television data from People Meters
The CMI sample is selected in a true random manner that ensures the responses received are completely representative of the population.
All CMI data is weighted to reflect the geographic area, age, sex, household size and number of adults in the household, in accordance with the latest census population statistics.
CMI methodology ensures high response rates. Measures such as keeping the questionnaire to a manageable length so as to reduce respondent burden, well designed and easy to fill out self completion diaries, and personal pick up of questionnaires, all contribute to quality data and strong response rates.
CMI interviews approximately 12,000 respondents aged 10 and over annually throughout both city and country areas of New Zealand.
Nielsen Media is a Quality Accredited Company to ISO 9001 standards. This means all our research procedures are independently audited every six months to ensure that our internal and external systems meet the required industry quality standards.
The interviewers personally collect the self-completion survey one week after placement. Finally, our field supervisors, to ensure that no interview falsificaton has taken place, check 10 % of all completed interviews.
A short interview conducted by fully trained interviewers, at the respondent's doorstep for all sections requiring the use of show cards. These sections include the collection of reading data for newspapers and magazines (collected via the Recency Method), demographics.
A short diary filled out by the same respondent who has already completed the Face-to-Face survey. The diary is purposely kept reasonably short so as to reduce respondent burden and to ensure quality data and excellent response rates. Information collected through the diary includes product and service usage, ownership, Internet usage, hobbies and interests. Each Self-Completion Diary is personally picked up after one week by the same interviewer.
Television data is collected via the official TAM Nielsen Media Research television currency through PeopleMeters in 500 homes across New Zealand. This data is statistically matched with the Panorama sample using Data Fusion.
CMI data is conveniently accessed through Microscope or IMS, Windows-based software data analysis programs that allow the user to produce their own easy-to-read computer tables. Training is integral to the ongoing service and full introductory and advanced training sessions are offered after installation of software.
Panorama packages are tailored to your particular needs: annual category subscription, adhoc consumer profiles, agency package, pitch policy, ad hoc tables or prospects list.
To gain further information click here to contact us.