MindShare to roll out '3D' survey regionwide

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

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