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Research firm gathers data on leisure
Where is the average Trini on a Friday night? How do 20-somethings spend their free time? What are the restaurants of choice for people over 40? Media InSite’s (MIS) new Lifestyle + Leisure research tool now lets advertisers, publishers and marketers find out all about the T&T consumer.
MIS launched its new Leisure + Lifestyle research project last Wednesday at MovieTowne, Invader’s Bay. MIS CEO Allison Demas unveiled the new initiative before an audience of marketing industry professionals, publishers, advertisers, and media practitioners.
MIS, a company that offers technology-based media monitoring solutions in T&T and the Caribbean, working in partnership with SacodaServ, has designed the Lifestyle + Leisure research tool to provide market insights that can enable media, marketing and advertising professionals to make informed, strategic business decisions.
Demas said Lifestyle + Leisure, the first tech tool of its kind in T&T, can deliver credible, timely and up-to-date research information on local lifestyle habits, including media consumption, digital usage patterns and recreational preferences, such as travel, restaurant choices.
Market research consultant Wendy Rocke led the invitees through a presentation showing the unique hybrid methodology that had been used to develop the new Lifestyle + Leisure tools, working with a statistically significant and geographically diverse sample of consumers in T&T (mainly between 18 and 65) accessed through an Android app, as well more traditional (diary household and intercept) methods.
She said the results revealed the lifestyle choices, leisure spending and preferences of T&T residents, and this information could offer MIS clients greater advertising intelligence to support strategic decision making. Media preferences polled included radio listenership, television viewing, newspaper and magazine readership. Participants gave information on their preferred airlines, activities and restaurants, and what percentage of their income is spent on parties, etc.
Audience members, including the executive and members of the T&T Publishers and Broadcasters Association (TTPBA), the Advertising Agencies Association of T&T, as well as key players in the advertising and media industries, asked questions about the data collection methodology and about subscribing to the Lifestyle + Leisure service. Demas said companies could access customised packages to suit their needs.
Media InSite is a media monitoring company founded in July, 2011. It provides information, intelligence and insights to support the marketing, communications and media industries in T&T, as well as the wider Caribbean. The company operates in Barbados and will soon be launching operations in Guyana and the Eastern Caribbean.