MindShare unveils final 3D leg with HK

By Sharon Desker Shaw, Media Asia, 08 April 2005, 09:29AM

MindShare will roll out its 3D research insights on Hong Kong in June, making it the last of 10 Asian markets now covered in the network’s six-year-old global proprietary study.

Research International is handling fieldwork for the Hong Kong study, which will cover 1,800 respondents, 600-plus brands and about 60 media channels. "What we plan to do is to put a relative weighting on the different media channels in order to advise clients what portion of their budget should go to different channels," said Annette Nazaroff, regional director of insights at MindShare.

MindShare has invested over US$5 million in undertaking the series of 3D Asia studies to map consumers' relationships with a wide range of brands, use of time, shopping behaviour with technologies and media consumption. With Hong Kong's launch imminent, Nazaroff said new fieldwork will be launched for Taiwan and China before year-end to provide a consistent database of insights for the Greater China markets.

The Hong Kong study expects to glean deeper insights through a series of fun segments that will look at the attractiveness factor in hunting for a partner and people's moods in addition to delving into consumers' shopping behaviour and their relationships with brands.

Nazaroff said the agency opted to consider areas often overlooked in other studies in order to gain deeper insights into what made people tick.

For its Taiwan study, respondents were asked their star signs as part of the initial demographics of the 3D interview. "The interview covers everything and it is single source. We are then able to analyse all questions asked about anything really, including demographics and star signs," added Nazaroff. Among the findings, Scorpion, Gemini and Leo will spend money on international brands, while Taurus, Cancer and Sagittarius are unlikely to.

This article was first published on Media Asia