Study finds demographics matter more

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.

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