Consumer Insight, a market research agency, has launched Target Group Index (TGI), a single source database on products, brand and media usage, lifestyles and attitudes across sections of consumers.

Under TGI, a company can easily understand their target audience to guide their brand building.

Speaking at the launch on August 25, at the Sheraton Kampala Hotel, the General Manager of Consumer Insight, Mr Manwa Magona, said TGI enables one to have the power to flex their brand-building muscle with more precise, Knowledge-based marketing, advertising and sales planning.

Manwa said TGI is not only the most comprehensive single source database ever, but also the most statistically significant. He said the East African version has, for instance, a sample size of 16,000. It is installed in a subscriber's computer along with Choices 3 software, which enables cross tabulation of various parts of a survey with any other part and does multivariate analysis.

TGI's has a wide range of target definitions, coverage of brand consumption and penetration with and unique analysis techniques. Its data covers the widest possible range of sectors, so subscribers can take their pick or buy them all.

Developed in Britain over 30 years ago, TGI is represented in over 50 countries around the globe by selected local partners. In East Africa, It is represented by Consumer Insight.