Three Dimensions for Better Communications Planning

Sheila Byfield

Sheila Byfield explains the reasons for introducing the research project 3D and describes its uses. First it identifies the most profitable customers and their relationship with the brand, second it uses advanced segmentation to provide understanding of the social and behavioural characteristics of target groups and finally it reveals the media consumption of the target groups through original single source respondents.

Media Creativity

Three Dimensions for Better Communications Planning

Sheila Byfield, Mindshare

The 3D project is MindShares most ambitious research venture. Through original research in each country, it takes a new approach to meeting the challenges of planning communications in todays increasingly complex environments. Built upon proven brand equity methodologies, it successfully combines consumer/brand relationships with social and media dimensions.

BRAND TRANSFORMATION REQUIRES A DIFFERENT RESEARCH APPROACH

Millward Brown recently published a  brochure called Making the Most of Your Brands. It talks about the transformation of brands from the days when logos appeared to differentiate previously indistinguishable...

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