Counter to stereotypes on Taiwanese thinking, the survey found that only 45 per cent of Taiwanese adults believe 'life is incomplete without marriage' and just 17 per cent prefer a son to a daughter. The market's first level of 3D research found nine per cent of customers showing brand commitment, with 37 per cent showing brand preferences.
At the second level, the seven demographic categories used in the 3D research, found Indifferent Egocentrics (19 per cent) and Progressive Achievers (17 per cent) to be the most predominant groups in Taiwan. In Taiwan, Indifferent Egocentrics were largely male bias. were considered loners and showed little enthusiasm for new technology and media.
The WPP media agencies polled 1,600 adults in Taipei, Taichung and Kaohsiung in the middle of last year using a detailed questionnaire tracking brand relationships, social dynamics and media consumption. MindShare has already rolled out its 3D research in China and Japan and will update the study every two years.
Candy Lee, consumer insights director of MindShare and Maximize in Taiwan, said 3D would allow the agencies to better utilise clients' resources through more precise targeting.
Lee said the research won't likely impact ad spending, but "there may be some media habits we perhaps didn't emphasise before which we will take a closer look at, such as the finding that" Taiwanese consumers are becoming more savvy in their information collection and purchasing.
