MRG Conference: See Your Target Audiences In 3D

Yesterday Sheila Byfield, head of consumer insight at Mindshare Worldwide and Paul Dyson, worldwide chairman of ATG at Mindshare, took the floor to explain how the 3D study has provided advertisers with a unique insight into their consumers’ behaviour on many levels.

Byfield began by looking at how ‘3D’ works. Those surveyed by TGI were re-contacted and asked about media behaviour and product use. New social segmentation with 7 levels was developed through futura.com and brand relationships were integrated from the BRANDZ study.

The BRANDZ pyramid identifies five levels on which consumers have a relationship with their brand. Although there are more people on the base level who have some awareness of a product, those at the top of the pyramid, who have ‘bonded’ with a brand may be few, but are disproportionately valuable. Byfield gave several examples of the pyramids, which are not always the same shape. The different shapes indicate which advertising strategies will be most effective.

Dyson then looked at how the research has been integrated into planning systems to show how much should be spent, as well as where and when. How much can be ascertained through response curves? 3D can help decide where and when spending should occur by looking at both single channel and mixed media consumption.

It was concluded that 3D is research that is both actionable and accountable, revealing differences in brand and media behaviours for groups with similar demographics. The research continues to expand worldwide.

Report by Lucy Condon in Munich