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Kantar Media launches suite of tools to help marketers and agencies



The WHY Code cuts through the proliferation of behavioural data to give marketers actionable insight into real consumer motivations

LONDON — Kantar Media TGI today launches The WHY Code, a major new initiative that provides insight into what drives consumer choices. The WHY Code illuminates every stage of the consumer decision making journey, from the most conscious triggers of decisions, to fundamental subconscious values. It has been developed over the past two years by TGI, Kantar Media’s syndicated consumer media and marketing survey specialists.

The WHY Code comprises a suite of tools based on four logical steps in the analysis of consumer motivations. It builds upon the wealth of consumer insight that exists within TGI, combining it with cutting edge consumer psychology techniques. Its marketing applications are virtually unlimited, informing everything from exploratory research, brand positioning and product design, to targeting and communication.

Richard Poustie, Head of Kantar Media TGI UK & Western Europe, comments “The media and marketing industries have never had so much behavioural data to hand. Vast quantities are produced every day, highlighting consumer actions. Whilst such data can quantify certain aspects of a campaign they cannot satisfactorily explain why a consumer acts in a certain way.

“The WHY Code brings what marketers have sought for a long time, giving them the opportunity to genuinely influence the consumer decision process”.

For further information about The WHY Code – unlocking consumer choices, contact Kantar Media TGI on +44 (0)20 8433 4000 or email

About Kantar Media
Kantar Media provides strategic advice and competitive intelligence to the world’s leading brands, publishers, agencies and industry bodies, helping them navigate and succeed in a rapidly evolving media industry. This includes analysis of paid media opportunities; counsel on brand reputation, corporate management and consumer engagement through owned media; and, evaluating consumers’ reactions in earned media. Kantar Media provides clients with a broad range of insights, from audience research, competitive intelligence, vital consumer behaviour and digital insights, marketing effectiveness and online influence. Our experts currently work with 22,000 companies tracking 3 million brands in 50 countries.


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