Data Sets Description and Rationale

To facilitate research related to the Google & WPP Marketing Research Awards Program, WPP is making available the data sets described on this page. Though proposals should primarily rely on the resources specifically mentioned in the cover email and also in the main page of this site, additional data sets might be provided under very special circumstances, so that qualified academics may examine industry trends, consumer attitudes and behaviors within identified demographics (teens, boomers, etc).

Data sets will be provided by WPP. Examples are described below.


A normative database with over 4,000 surveys obtained from more than 6.2 million people over the course of more than 8 years. These surveys, which measure online advertising campaigns, evaluated over 186,000 creatives across a dozen plus industries and hundreds of Web sites. MarketNorms™ is typically used by media owners, agencies, and advertisers for planning and benchmarking online ad campaigns.

Example uses of MarketNorms™ by clients:

  • Benchmark branding impact of online ads by industry or audience segment
  • Compare your campaigns to other relevant campaigns within your industry and to the average market performance
  • Estimate the number of people impacted by your planned campaign
  • Optimize your ad spend by assessing the relative cost effectiveness of ad formats, Web site types, and more using a cost-effectiveness calculator.

Types of analysis MarketNorms™ provides:

  • Optimal frequency of exposure
  • Impact of technology - e.g. rich media vs. gif
  • Impact of ad format - e.g. skyscraper vs. banner
  • Valuable in-depth data filters, e.g. : Age, Frequency, Brand Attributes, Geography, Creative Attributes, Gender, Creative Format, Income, Creative Technology, Industry

Examples: Respondent Level Sample (xls file) and Survey Level Sample (xls file)

BrandZ™: World's Most Powerful Brands

The BrandZ™ is a ranking that combines solid consumer research - brand equity data (from proprietary BrandZ™ database) that determines a brand's contribution to business value and its future growth prospects - with publicly available financial data from Bloomberg and Datamonitor.

  • BrandZ™ is the world's largest brand database covering more than 50,000 brands in 31 countries gathered over 10 years among more than one million relevant customers
  • BrandZ™ ranks each "market-facing" brand individually within a corporation's portfolio rather than ranking corporate entities. Where the name of a corporation is the same as the name of the market facing brand (e.g., Accenture), those brands are included. Conversely, where a corporation does not share a name with any of its brands (Unilever), they are not included.

BrandZ™ covers the following data:

  • The Top 100 global brands by brand value
  • The Top 10 brands by brand momentum
  • The Top 20 brand risers (Year-on-Year by Brand Value)
  • The Top Brands by Region (North America/Asia/Europe ex UK, and UK)
  • Top Brands in 17 product categories: apparel, automobiles, beer, coffee, fast food, financial institutions, insurance, laundry care, luxury goods, bottled water, mobile operators, motor fuel, personal care, retailers, soft drinks, spirits (liquor), technology.

Example data (xls file).

Global TGI™ Data

This is a global network of single-source market research surveys providing invaluable, comparable consumer insights for nearly 60 countries. TGI™ comprises of a total annual sample of 700,000 respondents across six continents with the same consistent approach around the world. TGI™ can be utilized to identify target groups for a broad spectrum of consumer goods and services, and myriad opportunities for market analysis and segmentation.

In addition to extensive demographic, media and attitudinal data, TGI™ includes product and brand usage information in the following areas:

  • Food
  • Household Products
  • Pets & Pet Food
  • Toiletries &Cosmetics
  • Pharmaceutical & Chemist Products
  • Non-Alcoholic Drinks
  • Alcoholic Drinks
  • Sweet & Salty Snacks
  • Tobacco Products
  • Motoring
  • Shopping, Retail & Clothing
  • Sports & Leisure
  • DIY & Gardening
  • Holidays & Travel
  • Financial Services
  • Communications & Internet
  • Appliances & Household Durables
  • Electronics & other Personal Items

Brand Tracking Data

A rich database of thousands of brand tracking studies (some spanning decades) across various industry segments. Historical brand information includes brand tracking measures such as:

  • Unaided/Aided Brand Awareness
  • Familiarity
  • Knowledge of category benefits
  • Trial/Usage/Satisfaction
  • Brand Interest/Consideration
  • Brand Perceptions/Imagery
  • Brand Advocacy/Recommendation
  • Aided Communications Awareness
  • Ad Recognition, Branding & Empathy
  • Call to Action

Example: Tracking data (xls file)

Copy-testing Data

An established copy-testing data with more than 2,500 case studies. The two key indices derived from testing are: awareness index (AI) and persuasion index (PI). The data, which runs across consumer and B2B groups, can be segmented in a number of ways, including:

  1. Established vs. New
  2. Ever aired
  3. Animatic vs. Finished
  4. New news

Categories of data include cell-phones, automobiles, computers, snacks, carbonated drinks, coffee, household miscellaneous.

Auto Compiler Database

This is an extensive database covering the automobile category; it has complete compilation of editorial (non-paid) mention of automobiles in offline publications. Brand and plate-level segments are analyzed and the information covers a period of approximately 4 years. Collected and maintained by a company that measures PR's contribution to brands, the information can be very useful in isolating and understanding the impact of non-paid media on brand performance.

Relevant offline information is divided into two: Corporate Attributes & Product Attributes.

Examples of Corporate attributes include:

  • Commercial Relations/Corporate Policy
  • Corporate Social Responsibility
  • Employee Relations
  • Financial Performance
  • Management
  • Governmental/Regulatory

Examples of Product Attributes include:

  • Driving Experience
  • Equipment & Value
  • Interior/Exterior
  • Performance

Examples: Precis Auto Attributes - Non-Paid Media (xls file) and Precis Auto Modeling- Non-Paid Media (xls file)