MindShare to roll out '3D' survey regionwide

<p>MindShare is rolling out a major, regionwide survey to find out how </p><p>people interact with both traditional and new media in a bid to raise </p><p>the effectiveness of advertising campaigns. </p><p><BR><BR> </p><p>Called '3D', the multimillion dollar study has three primary objectives: </p><p>identify the most valuable customers and their relationships with brands </p><p>in order to answer questions such as 'who is loyal, who is not and </p><p>why?'; understand their social behaviour, attitudes, motivations to </p><p>determine what turns them on and off; and identify which media they </p><p>choose and use. </p><p><BR><BR> </p><p>MindShare's Asia-Pacific research director Annette Nazaroff said that </p><p>the research was needed because the media environment had changed so </p><p>rapidly over the past few years. </p><p><BR><BR> </p><p>"There has been major growth in such media channels as the Internet, </p><p>cable and satellite television, telephony and WAP and all the new ways </p><p>through which you can reach people, that there needs to be more </p><p>sophistication in understanding not only the effectiveness of the </p><p>traditional media, but also of how new media is affecting traditional </p><p>media," she told MEDIA. </p><p><BR><BR> </p><p>Ms Nazaroff - hired from ACNielsen several months ago - said that the </p><p>survey will be able to give a fuller insight to strategic planning in </p><p>media than was possible before, including how to style the </p><p>communications and creative elements of a campaign for specific or multi </p><p>media channels. </p><p><BR><BR> </p><p>"What we will be able to do is determine where people are at any given </p><p>point in time and how they interact and are motivated by the media </p><p>around them. </p><p><BR><BR> </p><p>"This will enable us to formulate campaigns to more creatively reach </p><p>people, whether it be a large-scale promotional campaign or reminder </p><p>advertising," she said. </p><p><BR><BR> </p><p>The survey is one of the most wide-ranging of its kind with all the </p><p>major markets being surveyed - Japan, China, Korea, Taiwan, Hong Kong, </p><p>Thailand, the Philippines, Malaysia, Indonesia, Singapore, Australia and </p><p>India. </p><p><BR><BR> </p><p>A total of 2,000 people will be surveyed per market. </p><p><BR><BR> </p><p>The study is the latest evolutionary spin-off of Brandz, which is the </p><p>global WPP brand equity study that covers consumer relationships with </p><p>more than 3,500 brands. </p><p><BR><BR> </p>