MAM

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 indiantelevision.com, 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

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/19/image.jpg?itok=2rcBfUiv
Big B faces the heat for Kalyan Jewellers TVC

Kerala-based jewellery chain, Kalyan Jewellers' latest TVC featuring Amitabh Bachchan and his daughter, has been termed as “disgusting” and aimed at creating distrust in the banking system by the bank union, according to a report by Mint.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/19/jeep.jpg?itok=xSFVsZyM
Laqshya Media Group creates India’s largest billboard for Jeep Compass

Laqshya Media Group has partnered with Jeep India to create India’s largest outdoor media installation for its iconic Compass on one of the busiest national highways of India which connects two major cities, Mumbai and Pune.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/19/honor.jpg?itok=iFKjGffP
Honor launches new ad with Bhumi Pednekar

Honor, the e-brand of Huawei, has kick-started Honor 9N #NoOrdinaryBeauty campaign in collaboration with Bollywood actress Bhumi Pednekar.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/19/seenu.jpg?itok=a1k6y6IH
Seenu Kurien joins Carnival Cinemas as VP sales and marketing

Carnival Cinemas, a motion picture exhibitor, today announced the appointment of Seenu Kurien as VP- sales and marketing.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/19/isobar.jpg?itok=YlT8A-4P
V-Guard hands digital mandate to Isobar

Isobar India, the digital agency from Dentsu Aegis Network, has been appointed as the digital media partner for V-Guard.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/19/Secret_Temptation.jpg?itok=tbqhRd8w
Secret Temptation revamped; McNROE eyes growth from deodorant segment

Who doesn’t like to smell amazing and beautiful all the time! While perfumes and deodorants have been available for men for the longest time, it is only recently that Indian brands have begun experimenting with female deodorants and perfumes.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/18/linkdin.jpg?itok=9msPar_c
LinkedIn crosses 50 million user mark in India

For all the tech giants, India is becoming a high potential market very fast. Microsoft-owned professional networking platform LinkedIn has crossed the 50 million user mark in the country.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/18/vaz.jpg?itok=EgH_g7K5
Dale Vaz joins Swiggy as head of engineering and data sciences

MUMBAI: Swiggy the food ordering and delivery company based out of Bangalore India, has recently announced Dale Vaz as the head of engineering and data science. In his new role Vaz will be responsible for driving the company's technology strategy and building Swiggy’s next generation AI-driven...

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/18/saina.jpg?itok=IQeQE9Xc
Do-iT Talent Ventures signs badminton star Saina Nehwal

Do-iT Talent Venture, the firm owned by Darshana Bhalla and Radha Kapoor Khanna, reinforces its sport portfolio with the 4th most famous global woman athlete Saina Nehwal.

MAM Media and Advertising People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories