New research tool to understand consumers

ADVERTISERS and marketers in Malaysia can now get an understanding of consumer behaviour in terms of their social attitudes, motivations and social beliefs through a single source research tool known as 3D, which can also identify people for brand building, said Mindshare Group managing director Henry Tan. 

Launched in Kuala Lumpur yesterday by The Mindshare Group, Malaysia, 3D is a proprietary diagnostic tool that can link brands and consumer relationships with media usage, and through the 3D Brand Involvement Pyramid, can measure the relative strength a brand has with consumers and compare it with competitive brands.