EP97: Ask Afrika_TGI - Monique Pienaar Back to the Future?

This week on The Doc and The Guru podcast we chat with Ask Afrika FMCG Client Lead Monique Pienaar about the role and contribution of the TGI database in the post AMPS landscape. Initially released in 2003 TGI was arguably Mzansi’s first functional alternative to the old AMPS database; but does longevity in and of itself offer any functional value to marketers?

Is there any point in even trying to trend data in a quantum shift media landscape?

Can we really look back to the future?

TGI mirrors a number of global studies in reporting the marked decline in brand loyalty. In this episode we discuss consumer relationships with brands and whether increased price elasticity automatically implies a decline in brand loyalty.

We also unpack the balance between the need for global alignment and local nuance in market research. Especially against the backdrop of the WFA report on Cross-Media Measurement where convergence on globally uniform definitions of media consumption is the ultimate objective.

Is it really possible to Think Global – Act Local?

All this and more on this week’s The Doc and The Guru podcast.

Listen in and subscribe free to discover just who media mogul Ken Varejes will be sponsoring for the Comrades Marathon Challenge 2022 and what Monique Pienaar has in common with Scottish music duo The Proclaimers.