Optimising advertising expenditures – how business constraints resulted in an original approach to a multi-client study

Guillaume Saint
TNS Sofres, France

Edgard Tagnon
Renault, France

Thomas Merchant
Automobiles Peugeot, France

INTRODUCTION

Automotive manufacturers are fighting to maximise their advertising efficiency in the context of an increasingly competitive market and significant pressure on market research budgets.

As a result, six major European automotive manufacturers have combined their financial resources to form a multi-client programme, the Brand and Advertising International Tracking service from TNS. This programme enables their respective budgets to go much further, i.e. to collect significantly more information. This paper focuses on the original requirements of just two of these companies – Renault & Peugeot – at the start of the partnership.