FOCUS multimedia

FOCUS, the multimedia consumption and strategy survey, provides information on media consumption, goods and services, attitudes and lifestyle, collected from a single source, and is an essential tool for building media strategies and market positioning, for studying consumer behaviour, trends and developments.

With a broad 360-degree perspective, FOCUS offers a comprehensive understanding of consumer behaviour in terms of how people consume media, and makes it possible to link media channels and media brands with preferences in the consumption of products and services, including brands, with purchasing behaviour, and with the way people spend their free time.

This perspective allows the development of complex media strategies covering multiple channels, as well as the detailed analysis of the behaviour of different audience segments.

FOCUS measures:

  • Media and cross-media consumption for all traditional channels and for online media platforms: social media, audio and video streaming platforms, VOD, podcasts – over 200 media products measured in total. 
  • over 330 types of goods and services and 3,000 brands:
Media consumption: TV, radio, press, outdoor, cinema
Online platforms: social networks, messaging, streaming, VOD, podcasts
Internet and online behaviour
Information sources for news and various topics of interest
Purchases from physical stores and online purchases
Free time, lifestyle, attitudes and opinions
Household cleaning products
Personal care products
Telecom services and mobile phones
Home appliances, IT&C
Banking, insurance and leasing services
Pharmaceutical products
Food, confectionery, beverages
Cars, car insurance and car consumables
Postal and courier services
Medical services and clinics
Children aged 0-3 and dedicated products
Pets and dedicated products
Housing and home renovation
Tobacco and electronic devices

FOCUS offers the following advantages:

  • UNIQUENESS – the only survey that collects, from the same respondent, complete information on media consumption, consumption of goods and services, preferences, attitudes and lifestyle
  • RELEVANCE – a random sample, with a large volume, which allows detailed analyses, including on niche segments
  • COMPARABILITY AND CONTINUITY – a survey carried out for more than 12 years, following the same methodology
  • RECOGNITION AND TRUST – objective and transparent measurement, based on internationally recognised standards and methodologies, adapted and adopted locally by the entire industry.
  • RELIABILITY – rigorous verification of the way the methodology and the quality standards are applied by the providers

The FOCUS results can be used for the following types of analyses:

Building, evaluating and optimising the media strategy according to the media and social media channels preferred by the target group and the messages it responds to.
Creating and evaluating target groups: buyer / consumer / visitor. Profile analyses based on 8,000 characteristics collected at individual level.
Studying the behaviour of your own consumers in terms of the consumption of products, services and brands, purchase intentions, attitudes, free-time activities and profile.
Competition analysis, through the comparative evaluation of several products in terms of penetration and brand loyalty.
Macro analyses at market level for various fields of activity or categories of products and services, rankings, consumer opinions, etc.
Trend analyses over time of the various parameters studied, for any measured characteristic and for a wide range of target groups.
Segmentation analyses based on demographic, behavioural or psychographic criteria, according to lifestyle and individual personality.
Correspondence analysis, highlighting the various associations between different product and service brands and target groups defined by demographic, media consumption or lifestyle characteristics.