MindShare gets ready to get into 'MindSet'

NEW DELHI: Lending a new dimension to the measurement of advertising effectiveness by taking into consideration intriguing issues such as impact of mood of the consumer and emergence of unusual channels and new technologies, MindShare is gearing up into introduce its new tool MindSet in the Asia Pacific region this year.

Termed as a breakthrough in integrated communications planning, MindSet provides an integrated framework that measures all channels on the same platform and it includes qualitative aspects of people's channel experiences. A planning tool that combines all relevant factors into 'impact scores' for each channel event, with locations varying from home, traveling privately, through public transport, in bars and restaurants is among others.

A communiqué, from MindShare's global director - consumer insight, Sheila Byfield says, "There are so many ways to communicate with people nowadays. Not only have the established media exploded in number, but technology, retail and ambient channels offer new, different and potentially exciting opportunities to communicate."

Reasoning the need for such solution, the communiqué says that 'Traditional' media e.g. television, print, radio, outdoor etc use different research methods to measure audiences making comparisons difficult. Secondly, many of the newer or more unusual channels - such as ambient, retail and those provided by new technologies - are unmeasured and little understood. It further says that little or no account is taken of factors such as mood, engagement and relevance but research indicates that they play a significant part in advertising effectiveness. Lastly, asking people what influences them or what they can remember are not reliable ways to measure exposure - the brain doesn't work like that!

As per the research procedure, respondents are given a PDA device that prompts them every hour across two days with questions that cover location, state of mind, channel exposure, frequency and impact. The surveys are quick and easy to complete and respondent feedback is positive, according to the media specialist.

There are 23 pre-coded locations including the home, retail locations, sports events, on the street, traveling privately or by public transport, pubs, clubs, bars and restaurants etc. The mood monitor ranges from time-pressured to very relaxed. And over 60 channels are covered ranging from ambient and retail media through to sponsorship and direct marketing. All traditional media are also included.

With findings segregated in terms of channels people are exposed to and noticed by time of day and mood, all channels are measured from the same platform and accordingly they can be comparably assessed and evaluated.

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