At 12:30 PM, Mateusz Jaworowski, Client Director at Kantar Polska, will present an innovative, automated online platform for self-generating market reports—TGISmart.com. The expert will discuss the tool’s applications and how it provides key data for effective advertising and marketing planning.

At 1:00 PM, Agnieszka Becler, strategist and facilitator at Adres:Media, will review the latest market report, "The Future is 50 Plus." She will highlight the growing significance of the 50+ age group as a key advertising audience and explain why brands need to rethink their approach to this demographic.

Workshop participants will have the opportunity to gain expert insights, ask questions, exchange experiences, and share their conclusions.

About Adres:Media

Adres:Media was founded by researchers and strategists specializing in advertising strategies, marketing research, and media studies. The company combines expertise in cultural and societal trends with in-depth market knowledge and media usage patterns. It is known for its widely recognized syndicated reports and owns TGISmart.com, an automated consumer trend monitoring platform that generates standardized analytical reports on hundreds of product categories.

Adres:Media has also co-developed two media research standards: the Press Readership Survey (PBC) and the Radio Audience Survey, Radio Track (KBR). These studies serve as currency for valuing advertising space, with Radio Track being the industry standard for radio listenership measurement in Poland for over 20 years. More information: www.adresmedia.pl.

About Kantar Polska

Kantar Polska is a global leader in marketing data collection and analysis. The company possesses deep, market-specific insights into consumer behavior, operating in over 90 markets worldwide. It helps clients better understand people and achieve sustainable growth.

The Target Group Index (TGI) monitoring is Poland’s largest study of consumption and lifestyles, conducted for over 20 years under a British license. More information: www.kantar.com/pl.

About the TGI Smart Platform

TGISmart.com is an innovative online platform that enables users to generate market reports independently. It provides standardized analytical insights across multiple product categories, supporting data-driven decision-making in advertising and marketing.w Katowicach?

TGISmart.com is an innovative, automated online platform for self-generating market reports, enabling quick and efficient analysis of consumer and marketing data. The platform offers a wide range of functionalities, including product category penetration, consumer profiling, brand positioning analysis against competitors, and brand group comparisons. Within minutes, users can access reliable data to better understand the evolving needs and expectations of consumers, which is crucial for effective marketing strategy planning and product development.

With its intuitive interface, TGISmart.com is an ideal tool for those looking to save time and increase the efficiency of their marketing efforts. It is particularly useful for marketers, advertising agencies, marketing consultants, and companies in sectors such as FMCG, automotive, cosmetics, food, and many more.

Reliable Data from Kantar Polska

The data available on TGISmart.com is sourced from Kantar Polska’s Target Group Index (TGI) survey—the largest study of consumer goods, services, and media consumption in Poland, conducted for over 20 years. The TGI study includes a sample of over 20,000 people annually, representative of the Polish population aged 15 and older. As a result, TGISmart.com provides access to up-to-date, reliable, high-quality data that can be used for market research, marketing strategy development, segmentation, and market analysis. These insights are invaluable for businesses and institutions striving to better understand consumer behavior and optimize their market activities.

Advanced Data Processing with Adres:Media

Adres:Media provides the TGISmart.com analytical platform, built on advanced data-processing technologies and hosted on AWS (Amazon Web Services). The automated platform allows for detailed analysis of consumption patterns, trends, and market facts based on TGI data. It enables the creation of standardized analytical reports covering hundreds of product categories, making the service especially useful for marketers, company executives, and professionals in advertising and digital agencies. This solution gives users deeper market insights, leading to more precise business decisions.

A vast volume of TGISmart.com data is processed using algorithms and made available in standardized dashboards, analytical reports, and rankings. The service is offered as single quick reports or through subscription plans.

Key Benefits of TGISmart.com

- Optimal use of big data, providing deep market insights

- Ready-made analyses, powered by modern data-processing technologies

- Easy and fast planning in areas like research, marketing strategy, segmentation, and market analysis

- Support for strategic decision-making in businesses

TGISmart.com in Numbers

- 250 product categories – a wide range of categories for an in-depth understanding of different market segments

- 4,600 monitored brands – data on thousands of brands to analyze market positioning and develop marketing strategies

- 1,700 respondents per month – continuous data collection ensures reliability and up-to-date insights

- 20,000 interviews annually – a large dataset for detailed and insightful consumer preference analysis

- 20 years of experience – long-term market presence allows tracking of evolving consumer trends

For more information, visit:
YouTube: TGISmart Channel
LinkedIn: TGI SMART Market Research
Facebook: TGISmart
Website: www.tgismart.com

Information about the Report: "The Future is 50+"    

For the first time in Poland's social and economic history, the age structure of the population is shifting significantly in favor of mature and older adults. Currently, individuals aged 50+ make up over one-third of the Polish population. Projections for 2042 indicate that this group will grow to half of the population. However, the demographic and market changes resulting from this shift go far beyond simple statistics.

This report explores these transformations and examines the consequences of a reversed age structure. It highlights the need to focus on a demographic group that has traditionally been overlooked in marketing and communication strategies—a large, affluent, and diverse audience with favorable consumption patterns and unprecedented cultural behaviors for their age group.

The latest report from Adres:Media and Kantar Polska provides up-to-date insights, data, and conclusions to help businesses successfully navigate the 50+ market. Data is analyzed for the 50+ group as a whole, as well as broken down into three age segments: 50-59, 60-69, and 70+ years. Additionally, the report aligns with EU guidelines on the 50+ consumer group and fits within local and international policy priorities, including ESG (Environmental, Social, and Governance) initiatives.

Read more about the report at: 50plus.kantarpolska.pl

Media Contact:
Anna Wiater
Email: a.wiater@windpr.pl
Phone: +48 696 922 076