TOKYO: Advertising messages developed along demographic lines
produce better results in Japan compared with campaigns targeted at
attitudinal and lifestyle segments, topline results from MindShare's 3D
research has found.
The research combines the dynamics of brand equity, media consumption
and consumer trends into a single data source, which enables media
planners to find the best strategy to target consumers.
MindShare Japan director Andrew Meaden said since the study identified
potentially the most lucrative segments of consumers and offered
insights into their social behaviour, attitudes, motivations and
beliefs, it allowed the agency to "target brand messages more
effectively across all available communications platforms".
The study identified seven consumer groupings: happy housewives, brand
hunters, conservatives, immatures, company men, carefree youths and the
retired. Similar groups can be found in other countries. However, what
differed among the Japanese was that demographic rather than attitudinal
criteria defined the groups. "In Japan, demographics are the key,"
Meaden said.
In Europe, brands are often developed with attitudinal and lifestyle
factors in mind. A soap containing natural ingredients for the UK, for
instance, would be targeted at people who wanted chemical-free
products.
This group of people would fall across many demographic segments.
But 3D suggests a different approach is required in Japan, where
attitudes are a function of demographics.
The research is being conducted across Asia-Pacific, with findings for
Japan released first. Findings from other Asian markets will be
announced over the next few months.
