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TGI brings new digital tools to SA market research

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South African advertising, marketing and media industries will soon have access to consumer measurement tools, thanks to the introduction of survey delivery software developed by Kantar Media’s Target Group Index (TGI).

TGI, a global products and brands survey, is used by the majority of top 50 advertisers and media owners in South Africa.) and the Television Audience Measurement Survey (TAMS). The TGI sample is in the process of being aligned to the new currencies.

Addressing thought-leaders at a conference hosted by Ask Afrika in Johannesburg recently, London-based Head of TGI International at Kantar Media, Geoff Wicken, said TGI’s latest innovations offer sophisticated marketing solutions in the digital space, and are soon to be introduced in South Africa.

One is the TGI Target Snapshot, a web app designed for advertising, marketing and media agencies to enable their workforce to quickly and simply access and understand key insights into a product or brand’s consumers. Another is TGI Clickstream, metered consumer mobile behaviour, enabling better planning and selling amongst all players in the digital media marketplace by evaluating the most effective online inventory. Further programmatic solutions empower the delivery of effective campaigns for clients, allowing trading desks to access data from multiple sources.

“These innovations, combining online and offline data, will provide marketers with key brand insights at their fingertips, and the beauty of TGI is its ability to tie up with existing measurement currencies in South Africa. TGI will integrate seamlessly with these currencies,” said Wicken.

Wicken added that TGI’s advanced tools are not only able to provide advertisers, agencies, media owners and publishers with a better understanding of their markets, they can also be integrated with a client’s own consumer studies, enhancing a brand’s own survey information to optimise consumer profiling and segmentation.

TGI has various integrated software modules – harmonised to 70 global markets –providing a complete view of consumer behaviour and characteristics, covering product and brand use, attitudes and motivations, media and digital engagement, leisure activities and demographics. Thus TGI is the ideal vehicle for product brand positioning.

“TGI is not a measurement currency itself, but it’s the only current products and brands survey that compliments all the new measurement currencies, enriching their data and enabling smarter, more integrated marketing solutions,” explained TGI director Maria Petousis.

Ask Afrika is South Africa’s largest independent market research company, used as a preferred research partner across various industries to co-craft customer service strategies. Aside from its wide South African footprint, Ask Afrika operates in a dozen African countries.

CEO of Ask Afrika, Andrea Rademeyer, told the conference delegates: “Ask Afrika is one of Kantar Media TGI’s top five global partners, and our partnership has yielded many cutting edge developments over the past eight years. TGI in South Africa is constantly integrating benchmarks and currency support, making it a powerful player in the new brand and product currency landscape. We look forward to continuing this partnership, and to bringing new innovations to South Africa, ensuring fluidity between all our measurement currencies.”

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CES: Most useless gadgets of all

Choosing the best of show is a popular pastime, but the worst gadgets of CES also deserve their moment of infamy, writes ARTHUR GOLDSTUCK.

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It’s fairly easy to choose the best new gadgets launched at the Consumer Electronics Show (CES) in Las Vegas last week. Most lists – and there are many – highlight the LG roll-up TV, the Samsung modular TV, the Royole foldable phone, the impossible burger, and the walking car.

But what about the voice assisted bed, the smart baby dining table, the self-driving suitcase and the robot that does nothing? In their current renditions, they sum up what is not only bad about technology, but how technology for its own sake quickly leads us down the rabbit hole of waste and futility.

The following pick of the worst of CES may well be a thinly veneered attempt at mockery, but it is also intended as a caution against getting caught up in hype and justification of pointless technology.

1. DUX voice-assisted bed

The single most useless product launched at CES this year must surely be a bed with Alexa voice control built in. No, not to control the bed itself, but to manage the smart home features with which Alexa and other smart speakers are associated. Or that any smartphone with Siri or Google Assistant could handle. Swedish luxury bedmaker DUX thinks it’s a good idea to manage smart lights, TV, security and air conditioning through the bed itself. Just don’t say Alexa’s “wake word” in your sleep.

2. Smart Baby Dining Table 

Ironically, the runner-up comes from a brand that also makes smart beds: China’s 37 Degree Smart Home. Self-described as “the world’s first smart furniture brand that is transforming technology into furniture”, it outdid itself with a Smart Baby Dining Table. This isa baby feeding table with a removable dining chair that contains a weight detector and adjustable camera, to make children’s weight and temperature visible to parents via the brand’s app. Score one for hands-off parenting.

Click here to read about smart diapers, self-driving suitcases, laundry folders, and bad robot companions.

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CES: Tech means no more “lost in translation”

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Talking to strangers in foreign countries just got a lot easier with recent advancements in translation technology. Last week, major companies and small startups alike showed the CES technology expo in Las Vegas how well their translation worked at live translation.

Most existing translation apps, like Bixby and Siri Translate, are still in their infancy with live speech translation, which brings about the need for dedicated solutions like these technologies:

Babel’s AIcorrect pocket translator

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The AIcorrect Translator, developed by Beijing-based Babel Technology, attracted attention as the linguistic king of the show. As an advanced application of AI technology in consumer technology, the pocket translator deals with problems in cross-linguistic communication. 

It supports real-time mutual translation in multiple situations between Chinese/English and 30 other languages, including Japanese, Korean, Thai, French, Russian and Spanish. A significant differentiator is that major languages like English being further divided into accents. The translation quality reaches as high as 96%.

It has a touch screen, where transcription and audio translation are shown at the same time. Lei Guan, CEO of Babel Technology, said: “As a Chinese pathfinder in the field of AI, we designed the device in hoping that hundreds of millions of people can have access to it and carry out cross-linguistic communication all barrier-free.” 

Click here to read about the Pilot, Travis, Pocketalk, Google and Zoi translators.

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