In South Africa the panel consists of 4 000 households that are audited monthly on actual purchases for the year. In this instance the branded FMCG information in Fusion 2020 derives from Nielsen Consumer Panel Services (CPS) or as it is sometimes known, the Nielsen Home Panel. In the case of television viewing these longitudinal insights come from TAMS Peoplemeters which capture and report real-time viewing behaviour. In the case of digital media this might derive from using cookies for measurement of social media features or to analyse traffic. That is to say actual behavioural data captured over a number of days, weeks or even months, rather than the traditional SESS (Single Event Single Source) questionnaire “snapshot” which harvests a respondent reply once at a fixed point in time. This is particularly valid when we combine data from studies that capture longitudinal insights.

In an earlier module we reviewed the importance of data fusion in aggregating insights across multiple studies. When it comes to FMCG product and brand information, the release of the 4-way multi fusion database Fusion 2020 filled many of the gaps left by the demise of AMPS in 2016. Growing Fusion adoption for growth strategies In this article we scratch the surface of what this can mean for products and brands by discovering some market realities in sample categories of beverages, banking as well as food and groceries. Using SEM cluster segmentation to navigate through all the open source industry data provides us with agile insights and the reassurance that the revised socio-economic segmentation variables continue to show a consistent interpretation of the South African marketplace and media landscape. We started our journey into effective SEM segmentation by suggesting that inertia is not an option and that it is only by using all the available data that we will be able to calibrate new segmentation benchmarks. Marketers can grow their slice of the market by basing media strategy on this data, as it points to market segments to which to communicate for a better chance at volume. Media planning is all about market segmentation.

Ebonyivory lovers