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Sunday, July 20, 2025

Research firm gathers data on leisure

by

20140629

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.


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