At Media's press-time, the global research network had started rolling out '6thdimension' -- as the service is now called -- in Korea and Taiwan.
It plans to bring Singapore, China and Japan online by year-end, which would give it a total of six online panel markets in Asia. The access panels allow clients and agencies to undertake customised market research, including ad-testing through the panel's AdEval tool, and choice modelling with greater speed and efficiency.
It plans to bring Singapore, China and Japan online by year-end, which would give it a total of six online panel markets in Asia. The access panels allow clients and agencies to undertake customised market research, including ad-testing through the panel's AdEval tool, and choice modelling with greater speed and efficiency.
The network is extending its Asia coverage after having established the panels in the US, Europe, Australia and New Zealand and soft launching panels in Hong Kong earlier this year.
The Hong Kong project, which kicked off with 6,000 households, had a base of 11,000 at the time of its April 1 official launch. "The Korea panel is growing fast and will reach at least 15,000 in the next month or so. Beyond that, the panel will grow in line with the demand and potential," said Mark Walton, who has been app-ointed regional director of the service.
Walton has 25 years market research experience, with positions in the UK, Australia and Asia. Prior to relocating to his new role in Hong Kong, he was tasked with establishing 6thdimension in Australia and New Zealand as national director of TNS interactive solutions in Australia and general manager of TNS Sydney.
Jamie Hall, TNS Asia-Pacific regional managing director, said Walton's "pro-ven track record within TNS" and his online research experience made him a natural choice for the new role. "We have absolutely no doubt that Mark will ensure the same success in online development that TNS has achieved in Australia and New Zealand will now occur in the rapidly developing online markets in Asia." Hall estimated that about 35 per cent of qualitative work is now done online in Australia and New Zealand, putting TNS in a strong leadership role. "It's not about the size of the access panels, but the quality and management associated with the use of these panels," Hall added.
In China, TNS will initially target the first tier cities, where internet penetration is high, before extending it to 12 markets by year-end.
Walton said the choice modelling component would allow marketers to test, for instance, different packaging at different price points. "The great thing with an online service is you can digitally reproduce a supermarket shelf and vary the packaging, the promotion and prices," he said.