GroupM is all set to release the latest round of its consumer insight study called 3D. The brand-consumer insight study was masterminded by Media Consumer Insights (MCI) – a specialist division of GroupM. Market research group IMRB conducted the study for the GroupM specialist unit.
While discussing the research with exchange4media, V Balasubramanium, National Director, ATG and MCI, says, “3D is a continuous study that Identifies the people who are most active in a product category and contribute most to the brand profit.” The study provides insights on the lives of the core target groups – what they own, what they think and how they behave and design solutions to reach them effectively. “The 3D study combines all of these dynamics into a single source of knowledge that is critical for successful communication planning,” claims Balasubramanium.
MCI – the specialist units of GroupM, carried out the study with a sample size of 7,000 and it has a cumulative coverage of more than 20,000 consumers interviewed over the past two years. The regular and continuous data collection over the last two years offers a perspective on changing consumer preferences – from brand relationships to changing lifestyles and spending patterns to need drivers, and so on.
The latest round of survey carried out across the country during May to July 2004, boasts of certain interesting features. For the first time, the customer – brand relationship pyramids were developed in India at MCI’s Global analytic Centre at Bangalore. And, the same algorithm to develop a construct has been exported to all 3D markets worldwide.
As an official statement claims, the study has established media as a separate category for analysing consumer insights and brand relationships. With the 3D study, it is now possible to analyse the readers’ relationship with the publications they read. “This will certainly ensure a more effective media planning and help the planner choose the right vehicle for a brand. The analysis will also help media marketers to identify the strength and weakness of a media brand,” says Balasubramanium.
Offering a detailed and comprehensive insight on the relationships between people, brands, media and technology, the 3D study enables an analyst to obtain a detailed brand relationship image for any brand in the 26 categories it covered.