Typologie der Wünsche

The "Typologie der Wünsche" (Typology of desires/TdW) addresses "people, media and markets". With TdW, Burda Community Network provides annually the most up-to-date and representative study within the German marketing and media world. It includes comprehensive data on consumers, markets and media usage across all major industries.

TdW is based on personal interviews with approx. 20,000 participants. They are conducted by renowned market research institutes using state-of-the-art survey methods. The observations focus on "soft" factors that shape customers’ daily lives and especially consumption patterns. Settings, special target group models and typologies illustrate these factors. Numerous purchase-relevant criteria and consumer spending behavior patterns are surveyed.

TdW also records 1,800 products in various markets. The study also differentiates between brand buyers, brand decision makers and brand users – Three target groups with some major differences in behavior.

The TdW provides media data for more than 160 magazines and 10 national daily papers, and analyzes TV, radio, online and cinema usage. Most recently, media data on outdoor advertising has also been included.
Together with the RB Profiler, the Typologie der Wünsche can now map, analyze and plan target groups, brands and media in one end-to-end system.
Click here for more information on the Typologie der Wünsche: http://www.burda-community-network.de