Study finds demographics matter more

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