ATG MCI – a Group M company, is launching a second round of 3D study in India. The findings of the study are expected to be out by March end. The sample size would be around 8000, and as per V Balasubramanium, Director India, ATG-MCI, it is a sizeable increase from last year.
He states that a number of new features have been introduced this time — there would be more coverage in terms of markets and new categories have been incorporated to measure the consumer-brand relationship. He adds, “This time, media is being considered as a category: so one can find the brand health parameter of a daily and can compare with competition. Also, a lot of focus is given to measuring the impact of non-traditional media by linking it with consumer brand relationship and identifying its clear role.”
3D, as is known, is a global study – most Asian markets are covered. What benefit does 3D offers to Group M agencies? Venkitachalam replies, “Benefits are many but to put them in a nutshell, it helps them arrange consumer-brand meetings. It also strengthens the OTC (Opportunity to connect with the consumer).”