Kiss Audience
KISS BRAND RADAR: CARS AND FASHION BRANDS 31 July 2008
One of the things we wanted to do with our Kiss panel was find out which brands they feel really connected to and whether there was a difference of opinion amongst the typologies. So we've created the Kiss Brand Radar. For this first phase we wanted to look at those big fashion and car brands which play a part in our listeners' lives.
We asked our four typologies which brands they love and hate, which they think are cool or uncool, which are relevant or irrelevant to them and which are innovative and which are standing still. To evaluate each brand we got the listeners to rank them on a simple scale of 1 to 10. Take a look, you might be surprised by the results. In the next phase we are looking at new technology and we are opening it up to 15-34s across the UK, as well as Kiss listeners. Get in touch through the site if you want to get your brands involved.
CONSCIOUS CONSUMERS
A real surprise package, the eco-aware, creatively minded Conscious Consumers make up 30% of the Kiss audience (62% female, 38% male)*.
Here's what they thought...
PROGRESSIVE YOUTH
Fast-living, fun-loving and always first to new ideas and brands, Progressive Youth make up 39% of the Kiss audience (57% male, 43% female)*.
Here's what they thought...
MODERN MAINSTREAMERS
Voracious consumers, ready and willing to receive well-executed brand messages, Modern Mainstreamers make up 23% of the Kiss audience (62% male, 38% female)*.
Here's what they thought.
FAMILY GUYS
Settled, family-oriented but increasingly receptive to new ideas, the Family Guys make up 9% of the Kiss audience (61% male, 39% female)*.
Here's what they thought.
* Figures taken from TGI data (April 2008)