TNS

Tracking philosophy
TNS is the world’s leading provider of market information. We understand industry-specific challenges and the marketing issues they generate to provide the marketing knowledge and insights our clients need to make sound decisions.

TNS Brand Performance Optimisation™ is the most advanced communications and brand-tracking system available for determining which elements drive brand performance. It is used to track all types of marketing communications from singlemedium to complex, integrated multimedia campaigns.

Our objective is to identify actionable insights into why consumers behave in the way they do, the different roles played by communications and the brand perceptions themselves. We go way beyond the scope of traditional tracking methodologies in four crucial areas.

1. Advertising evaluation – beyond advertising awareness and message communication to the real ‘advertising effect’. Cut-through, awareness and recognition of advertising only tell part of the story. We need to know if the advertising creative is ‘connecting’ with consumers and impacting on their relationship with the brand, and if the chosen media are achieving the connections cost effectively.
2. Brand relationship – beyond brand image and disposition to ‘brand commitment’. It’s good to improve brand positioning associations and overall disposition. It’s even better to develop a core of committed users of the brand. Brand Performance Optimisation™ incorporates segmentation analyses from the Conversion Model™ to give strategic guidance on the relevance and targeting of the communications activity.
3. Measurement of ‘the head’ and ‘the heart’ – beyond traditional brand associations to more discriminating projective emotional positioning of brands. TNS Brand Performance Optimisation™ provides a comprehensive picture of brand positioning drivers to better guide our clients’ marketing strategies.
4. The power of market forces – most research concentrates on what consumers claim they would like to do, and this therefore assumes there are no market forces at play. This explains why some tracking results do not match up to what is actually happening in the market. TNS has a validated, and category-specific, list of questions to address market forces, such as: availability, price, value for money, ease of ability to switch products and in-store visibility. Only by putting into context what consumers would like to do, compared to their views on the power of market forces in place, can one make better business decisions.

• By incorporating key measures from AdEval™, the TNS advertising pre-testing system, Brand Performance Optimisation™ provides a consistent, validated approach from initial concept evaluation, through in-market tracking, to identification of the point of campaign ‘wear-out’.
• The use of the Conversion Model™ segmentation analysis adds a new dimension to advertising diagnostics – is the advertising ‘preaching to the converted’ when the intended strategy is the recruitment of new users?
• Integrating the NeedScope™ System emotional brand positioning measures – are we developing the intended brand personality?
• Advertising and brand tracking data can be supplemented with TNS’s detailed measurement and knowledge of the media market, providing a comprehensive evaluation of multimedia campaigns.
• We have over 100 advertising research experts and operate globally, allowing consistency of measurement and true insight.

Media	Track	Specialise
TV
Press
Radio
Cinema
Posters
Direct mail
Internet
Sponsorship
PR
New media