Data Sources:

Annual consumer survey conducted to determine consumer behavior and media preferences.

Contents:

• Readership audience of 300 newspapers and magazines of various periodicity
• TV audience of over 650 continuous programs on national and regional channels
• Radio audience of national and regional radio stations in the cities with population 200,000 and over.
• Usage and preferences of over 300 product groups
• Including over 2,000 brand names
• Consumption frequency, awareness, consumption and loyalty levels, regarding brands from all product groups

Possibilities:

• Evaluation of market situation by product groups
• Evaluation of brands positioning on the market
• Determining target consumer groups and their characteristics
• Determining target groups representatives' media preferences
• Advertising campaign strategies determination
• Advertising budgets' distribution among advertising sources
• Media planning taking into account the specifics of target groups

Research Methods and Design:

Face-to face interview on media preferences + self-completed questionnaire on consumption habits

Universe:

• Urban population at the age 15 and over (15+) in 11 cities with population 200,000+ that equals
• Over 3.1 million people
• 27.6% total population
• 49.3% urban population

Data Presented on:

• Kazakhstan
• Almaty

Sample Size

• 5,000 respondents on TV and press preferences
• about 2,500 on consumer preferences
• about 2,500 on radio preferences

Sample Design: interviews are distributed proportionally among 3 strata and cities within each strata

• Almaty (over 1 million people)
• Cities where Kazakh population is over 40% (5 cities)
• Cities where Kazakh population is under 40% (5 cities)

Data Supply:

The results are provided as a database and program software or reports on product groups. Supply terms - once a year.

Additional Services:

• Personnel training on working with data and program software
• Client service (FAQ consulting, emergency troubleshooting, news update, trainings)