{"id":28781,"date":"2020-03-04T08:44:43","date_gmt":"2020-03-04T07:44:43","guid":{"rendered":"http:\/\/www.magazinemedia.be\/?p=28781"},"modified":"2020-03-04T10:38:40","modified_gmt":"2020-03-04T09:38:40","slug":"fipp-insight-award-ti-media-discovers-a-forgotten-target-heart-of-britain","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/fipp-insight-award-ti-media-discovers-a-forgotten-target-heart-of-britain\/","title":{"rendered":"FIPP Insight Award: TI Media discovers a forgotten target &lsquo;Heart of Britain&rsquo;"},"content":{"rendered":"<p><em>TI Media won a Silver FIPP Insight Award in the category Research B2B for their &lsquo;Heart of Britain&rsquo; project.\u00a0&lsquo;Heart of Britain&rsquo; are the 14 million people who make the household decisions, buy products and bind our nation together.\u00a0 Brands that focus on the perceived affluence of ABC1 and millennial consumers may be missing out on a \u00a3350bn commercial opportunity. The research was aimed at urging media buyers to \u201clook outside of the London bubble\u201d.<\/em><\/p>\n<p style=\"text-align: center;\"><strong>A lire aussi :\u00a0<a href=\"http:\/\/www.magazinemedia.be\/fr\/un-investissement-magazine-optimal-peut-augmenter-le-roi-de-164\/\" target=\"_blank\">Un investissement magazine optimal peut augmenter le ROI de 164 %<\/a><\/strong><\/p>\n<p>In partnership with research firm Differentology and using innovative methods like machine learning, video and AI,\u00a0TI Media set out to better understand this audience and discovered a \u201cforgotten economic powerhouse\u201d and the \u201cdriving force\u201d behind local communities and high streets. Much has been said about the alleged inability of the UK\u2019s media and advertising industry to communicate with ordinary working Britons. These women \u2013 dubbed by TI Media as the \u201cHeart of Britain\u201d (HoB) \u2013 sit \u201cat the centre of families, communities and the nation as a whole\u201d. Without this group there&rsquo;d be no NHS, no customer service, schools would close, and\u00a0the British\u00a0economy would be \u00a3350m a year lighter.\u00a0 And yet, they don&rsquo;t have the appeal of the likes of Millennials and are thus an often neglected and misunderstood media audience. <a href=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2020\/03\/Heart-of-Britain-average-and-total-income.png\"><img decoding=\"async\" class=\"  wp-image-28775 aligncenter\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2020\/03\/Heart-of-Britain-average-and-total-income-1024x571.png\" alt=\"Heart of Britain average and total income\" width=\"435\" height=\"242\" srcset=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2020\/03\/Heart-of-Britain-average-and-total-income-1024x571.png 1024w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2020\/03\/Heart-of-Britain-average-and-total-income-300x167.png 300w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2020\/03\/Heart-of-Britain-average-and-total-income.png 1056w\" sizes=\"(max-width: 435px) 100vw, 435px\" \/><\/a><\/p>\n<h3>The original influencers<\/h3>\n<p>Our findings featured around 5 core pillars:<\/p>\n<ul>\n<li><strong>Strength<\/strong>: They are the nations caregivers; full of empathy, compassion and generosity.\u00a0 They have an optimistic outlook and embrace authenticity and honesty in the world around them, particularly in their media choices.<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"  wp-image-28765 aligncenter\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2020\/02\/Graph-Heart-of-Britain-typology-1024x563.png\" alt=\"Graph Heart of Britain typology\" width=\"686\" height=\"377\" srcset=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2020\/02\/Graph-Heart-of-Britain-typology-1024x563.png 1024w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2020\/02\/Graph-Heart-of-Britain-typology-300x165.png 300w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2020\/02\/Graph-Heart-of-Britain-typology.png 1151w\" sizes=\"(max-width: 686px) 100vw, 686px\" \/><\/p>\n<ul>\n<li><strong>Economic power<\/strong>: They are the forgotten economic powerhouse; representing 14 million women and \u00a3350bn in economic income (vs. AB audience \u00a3324bn, Millennial audience \u00a3190bn).\u00a0 Representing more spend than both AB and Millennial audiences across key categories including groceries, Christmas, holidays and even automotive.<\/li>\n<\/ul>\n<p><a href=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2020\/03\/Heart-of-Britain-logo-TI-Media.png\"><img decoding=\"async\" class=\"  wp-image-28771 aligncenter\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2020\/03\/Graph-Heart-of-Britain-purchasing-power-1-1024x499.png\" alt=\"Graph Heart of Britain purchasing power 1\" width=\"716\" height=\"349\" srcset=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2020\/03\/Graph-Heart-of-Britain-purchasing-power-1-1024x499.png 1024w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2020\/03\/Graph-Heart-of-Britain-purchasing-power-1-300x146.png 300w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2020\/03\/Graph-Heart-of-Britain-purchasing-power-1.png 1066w\" sizes=\"(max-width: 716px) 100vw, 716px\" \/><\/a><\/p>\n<ul>\n<li><strong>Savviness<\/strong>: the misconception is that this audience is driven by &lsquo;cheap&rsquo; but the reality is that they are incredibly savvy with understanding and evaluating &lsquo;value&rsquo;.\u00a0 They are willing to pay the extra price tag, but only when it is really worth it.<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"  wp-image-28761 aligncenter\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2020\/02\/Graph-Heart-of-Britain-savviness-1024x569.png\" alt=\"Graph Heart of Britain savviness\" width=\"714\" height=\"396\" srcset=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2020\/02\/Graph-Heart-of-Britain-savviness-1024x569.png 1024w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2020\/02\/Graph-Heart-of-Britain-savviness-300x167.png 300w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2020\/02\/Graph-Heart-of-Britain-savviness.png 1136w\" sizes=\"(max-width: 714px) 100vw, 714px\" \/><\/p>\n<ul>\n<li><strong>The original influencers<\/strong>: They have a presence in multiple communities from their family through to neighbourhoods, customer service and the wider world. They are powerful advocates within their networks connecting the dots for the community around her, with 58% actively recommending products they like to their peer group.<\/li>\n<\/ul>\n<h3>Importance of magazines and ads<\/h3>\n<p>From each of these pillars, we ultimately found the importance of magazines (and adverts specifically within magazines): our Heart of Britain audience are actively looking to magazines for inspiration and guidance that directly influences their wallet and purchasing decisions. A key finding of the study was how much the female figure in the house holds the purse strings and the likes of Iceland, Wilko and Lidl are all in advanced partnership discussions having previously done little to no weekly print media with TI.<\/p>\n<p>Beyond this, Heart of Britain has informed TI Media&rsquo;s approach to insight generation, and sales approach for Q4\/Christmas period, expecting to hit \u00a3250k revenue in the Christmas TV issues alone, with the commercial offering fuelled by the Heart of Britain research. We took an often under estimated audience and shone a light on their value.\u00a0Stepping out against the repetition of Millennial projects and demonstrating the value of mainstream audiences. The project has, (and continues to) service one of its primary functions, which is to open doors and start conversations with clients direct, who we previously may have struggled to engage with. Or, get access to planners\/comms\/strategy teams that are higher up the planning chain.<\/p>\n<h3>Goals and methodology<\/h3>\n<p>There were 2 core objectives to the Heart of Britain project which we have measured success against.<\/p>\n<p>Objective 1: To break ranks and illuminate the value of the often mis-understood, ill-represented and under estimated, audience of aged 35+ C2DE women.<\/p>\n<p>Objective 2: To open doors and start conversations for TI Media directly with clients, who previously may not have engaged with their print publications. Or, (where applicable) to gain access to planners\/comms\/strategy teams that are higher up the planning chain.<\/p>\n<p>Methodology: to shine a light on this overlooked audience we took a large scale, mixed methodology approach blending in-depth ethnography, peer-led quads (to remove the researcher effect), AI semiotic and semantic analysis turning qualitative transcripts into at scale data points, along with a robust online survey. The results were brought to life using LivingLens video diaries to influence everything from ad sales to editorial and using AI analysis on qualitative transcripts allowed us to create impactful, data driven charts from a large-scale ethnographic study (a media research first!).<\/p>\n<p>This innovation allowed us to understand beyond what is said in an ethnographic setting, mapping emotions and archetypes to deliver a comprehensive understanding of this audience, and how media is able to influence their purchasing decisions. Differentology and TI pride themselves on research innovation.\u00a0 A key criteria for the project was to deliver a media research first that sparked attention but also delivered incremental value.\u00a0 To do this we used semiotic and semantic machine learning into a qualitative environment, turning ethnographic transcripts into scalable data points.\u00a0 Alongside this we brought the project to life through the use of video in order to ensure the project was able to live on and influence the business beyond the point of debrief!<\/p>\n<p>Source: FIPP<\/p>\n<p><em>Sur le m\u00eame sujet :\u00a0<\/em><\/p>\n<ul>\n<li><em><a href=\"http:\/\/www.magazinemedia.be\/fr\/leffet-greta-dans-la-mode\/\" target=\"_blank\">L\u2019effet Greta dans la mode<\/a><\/em><\/li>\n<li><em><a href=\"http:\/\/www.magazinemedia.be\/fr\/fipp-award-winner-conscious-reach-axel-springer\/\" target=\"_blank\">FIPP Award winner: Conscious Reach, the new planning metric<\/a><\/em><\/li>\n<li><em><a href=\"http:\/\/www.magazinemedia.be\/fr\/les-poissons-rouges-surpassent-les-hommes-en-attention\/\" target=\"_blank\">Les poissons rouges surpassent les hommes en attention5<\/a><\/em><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>TI Media won a Silver FIPP Insight Award in the category Research B2B for their &lsquo;Heart of Britain&rsquo; project.\u00a0&lsquo;Heart of Britain&rsquo; are the 14 million people who make the household decisions, buy products and bind our nation together.\u00a0 Brands that focus on the perceived affluence of ABC1 and millennial consumers&#8230;<\/p>\n","protected":false},"author":2,"featured_media":28770,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[739],"tags":[1407,410,1054,2505,2071,2504],"class_list":["post-28781","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research","tag-awards-fr","tag-fipp-fr","tag-fipp-fr-3","tag-heart-of-britain","tag-insight-awards-fr","tag-ti-media"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.12 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>FIPP Insight Award: TI Media discovers &#039;Heart of Britain&#039;<\/title>\n<meta name=\"description\" content=\"TI Media won a Silver FIPP Insight Award in the category Research B2B for the &#039;Heart of Britain&#039; project: 14 million people who make the household decisions\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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