English summary
"Typology of Desires"
The survey period and differentiated approach to expanding industries make "Typologie der Wünsche" (TdW) the ultimate market-media study of German consumer behaviour. "Typologie der Wünsche" is published by Burda Community Network and under licence by over twenty partners in the advertising media.

Amongst its manifold services, TdW provides data on target-group definitions to assist in advertisement planning. Psychobiographical target-group models such as SINUS, spending motivation or country attitudes are used to define target groups and draw up advertising concepts.

Survey of some 400 product ranges for consumer use and brand selection (including approx. 1800 brands using product photos, brand names and logos); qualitative surveys of cars, financial investments, medication, fashion/clothes, media, utilisation and more.

Specification
Population: Research based on German-speaking population from the age of 14 belonging to private households in the Federal Republic of Germany. This includes 64.82 million inhabitants of Germany.

Sampling system: Special sampling system based on the ADM sampling system and media analyses.

Sampling procedure: Addresses selected at random.

Sampling scope: 19.153

Questions: Surveys based on personal interviews and a written questionnaire. Interviews were carried out using a structured questionnaire; the written part of the survey was based on instructions provided by the interviewer.

Survey period: Interviews were held from May 8 to August 6, 2006 and from March 5 to July 29, 2007. Fieldwork was carried out by 1.552 interviewers. Interviews held in 2007 can be evaluated separately to determine trends.

Carried out by: IFAK, TNS Infratest (only in 2006), MMA

Brand and Markets
TdW implements a unique survey strategy whereby product photos and logos are used to determine brand preferences. Using colour photos of products and original logos reduces the risk of consumers confusing brands. This ensures a more realistic representation of consumer attitudes compared to traditional survey methods.

Some 300 colour pictures and 1.100 logos are modified each year to reflect the current market situation.
Media
The name TdW stands for MA compatible market-media study that integrates print media, electronic media and cinema. The print segment surveys over 160 magazines, 10 national daily newspapers and regional daily papers in line with the MA method. Coverage (readers per issue) is adjusted to the results of MA 2007 Print Media II. Evidence for TV and the cinema corresponds to that of the MA (adjusted to MA 2007). Research will also focus on supplements, consumer magazines available at chemists and use of radio, online media and books. The information provided will also cover qualitative aspects of media usage including magazine topics, TV genres, musical preferences, attitudes towards the advertising media, and more.
New Target-Group Concepts
Target-group definitions based solely on socio-demographic considerations, such as the analysis of diverse behavioural and consumer patterns, are gradually losing credibility. Hence, over the past years, target-group models based on psychobiographical criteria have rapidly proliferated.

"Typologie der Wünsche" has come to symbolise this development in market research. Besides researching brand utilisation and demography, the aim over the past twenty years has been to explore the psychobiographic field and implement new developments in target-group and media planning. What began with classical concepts, such as product interest, has recently gained in importance. "Typologie der Wünsche" now provides a whole series of target-group models either developed by Burda research together with research institutes, or quasi under licence from Burda Community Network as proven approaches.

Hence "Typologie der Wünsche" can be applied with the SINUS model - in common use as international planning tool. In addition, TdW offers a description of spending motivation in target groups. A motivation index facilitates the description of a target-group's flexibility and mobility activity almost irrespective of age.
TdW Evaluation
Individual evaluations (for example, target-group potentials, structures and media utilisation) can be obtained from the Burda Community Network's Sales Development, for example. You can also use special PC Evaluations Software.