With the official launch of Mindshare in India in the month of February, WPP plans to launch new research tools in the Indian media specialist industry. The company plans to invest more than Rs 2 crores in the proprietary research to get better tools in India in the first year of its operation.
According to company sources, the most significant of all research tools, 3D, is a massive study with a sample size of more than 8,000 people. The research broadly brings together a measurement of brand equity, social behaviour and media consumption into one single source.
According to company sources, 3D will create, for the first time in India, a huge social segmentation that will look at the Indian population from a totally attitudinal perspective. Apart from this the tool look at people’s relationship with brands.
India is, apparently, the second country after United Kingdom, that WPP will be launching 3D in.
Source: Business Standard