WPP Media's 3D tool predicts global consumer psyche

MUMBAI: "Prediction is difficult; especially when it comes to talking about the future" WPP Media worldwide head of consumer insights Sheila Byfield emphasised that the above mentioned Chinese proverb said it all when it comes predicting the future of consumers across the globe!

On 24 February 2003, Byfield made a presentation on "reaching the consumers who count" at an event organized by the Advertising Club Bombay and sponsored by The Hindustan Times and ETV Network.

Byfield presented some findings from WPP Media's latest tool named 3D to a discerning audience comprising of media and marketing professionals. 3D is an integrated single source data that gets into the consumers' psychographics, demographics and the psychological profile. It was derived as a result of a global research effort covering a sample size of 80,000 people globally.

A veteran with over 30 years of experience, London-based Byfield is the head of consumer insight with the WPP group. Byfield has honorary positions on the committees of several European advertising councils and is a visiting faculty at the University of Leeds, UK. She used this opportunity to introduce the latest offering to Indian media specialists.

Speaking to, Byfield says: "An effort of this magnitude requires tremendous localised customization in terms of selection of the appropriate sample size. I merely laid down the three major guidelines and the WPP teams in different parts of the world came up with their own insights specific to their markets. But the final research findings are mind-boggling. We hope to continue the same at regular intervals."

The core planning process of 3D combines the dynamics of brand equity, media consumption and an in-depth knowledge of consumer trends. The tool involves research from 20 countries around the world and is being used by the WPP Media globally.

She adds that 3D explores relationships between consumers and consumption. It revolves around brand relationships, social segmentation and media consumption. It envisages a pyramid where the best customers of a brand are placed at the top and those who share the worst relationships are placed at the bottom. It tells the user what should be done to guide the consumer up the various levels until he reaches the top.

The tool goes beyond the tradition SEC classification and examines attitudes. It classifies people into several segments such as cautious onlooker, impulsive adopters, progressive aspirants amongst others.

Latest Reads
Vodafone launches #StrongerEveryHour campaign

MUMBAI: Vodafone Idea, the largest telecom network in the country, welcomes the New Year with the launch of #StrongerEveryHour campaign that aims to highlight the improved network of ‘Vodafone SuperNet 4G - India’s Data Strong Network’ especially in crowded zones, where a tower is being added every...

MAM Media and Advertising Ad Campaigns
Worldwide media owned launches a new india-centric section – ‘know india’, a knowledge portal from Worldwide Media Private Limited, announces the upcoming launch of a riveting new section – ‘Know India’ on the website.

MAM Marketing MAM
Ashish Tiwari resigns as head digital marketing, PR at Hero Cycles

The head of digital marketing and PR at Hero Cycles, Ashish Tiwari has reportedly stepped down from his position.

MAM Media and Advertising People
Ogilvy appoints Reed Collins, Sonal Dabral to head APAC team

Ogilvy announced today a new creative leadership team in the Asia Pacific region. Reed Collins and Sonal Dabral will lead the agency’s creative efforts throughout Asia Pacific

MAM Marketing MAM
Sachin Bansal invests $21 mn in Ola

According to a filing with the Registrar of Companies (RoC), Flipkart co-founder Sachin Bansal has invested around $21 million in the SoftBank-backed cab-hailing platform Ola in a Series J funding round.

MAM Marketing Brands
Ogilvy creates campaign for Bajaj Platina

Taking the ‘jhatka-free’ story, from Bajaj Platina’s previous campaigns, a notch higher, Ogilvy has created yet another ‘edge of the seat’ thriller for the launch of the new Platina ComforTec 110. The ad shows a tale of two bomb squad technicians trying to find a solution for an un-diffusible bomb...

MAM Marketing MAM
Publicis India bags creative duties of

Leading online pharmacy has appointed Publicis India to manage its creative duties. The agency was shortlisted after a multi-agency pitch and was chosen for presenting a sharp consumer-focused communication plan that was in sync with what the brand had envisioned for the Indian market.

MAM Marketing MAM
Rajnigandha Pearls is Ready to Shine with Goodness, Yet Again, With Anushka Sharma

The leading Bollywood actress, Anushka Shama is the new brand ambassador for Rajnigandha Pearls, from the House of DS.

MAM Marketing MAM
Tata Harrier kick starts the Tata Mumbai Marathon 2019 trophy tour

Tata Harrier- the official lead car of the Tata Mumbai Marathon 2019, today started the Tata Mumbai Marathon Trophy Tour 2019

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories