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...
