Utilising the results from the All Media and Product Survey (AMPS), market statistics are modelled to a suburb level to provide information on LSM's, media usage, shopping patterns, financial services, motor vehicles, activities and leisure, furniture and appliances and clothing. Through the modelling of this research information to a suburb level, Marketplus can be used for media planning and to determine market share and market potential.
It is important to understand that the Marketplus model is a predictive estimate of the variables involved and as such does NOT give an absolute count of persons or households with a particular characteristic. As an illustration, the Marketplus model may indicate that there are N consumers of brandy in a particular area. The correct interpretation is that there are N people in the area who are likely to be brandy consumers, i.e. they have the characteristics of typical brandy consumers.
