Bangkok--Sep 5--Image Pool Taylor Nelson Sofres (Thailand), or TN Sofres, unveiled NeedScope System, a new research technology tool which enables marketers to effectively acquire an in-depth understanding of consumer behavior, sentiment and needs. Through the application of NeedScope Toolbox and software systems, the NeedScope system will also help an enterprise to establish brand image as well as creating long-term linkage between their brands and consumers. Such application facilitates in-depth research in the manner never been achieved by research technology in the past. "Research is a very important element in assisting marketers to develop products which are in line with targeted consumer demand in Asia Pacific, particularly Thailand, which were hit by the economic crisis in the past few years," said Philip Samuel, Group Director, Research Operations, Taylor Nelson Sofres Worldwide. The advancement in information and telecommunication technology as well as the increased complexity in people's lifestyle have further called upon marketers to improve and develop brands to suit consumers' changing needs, he added. Most of the researching tools currently available are lacking the capability of providing an insight on the relation between brands and consumers, thus failing marketers from efficiently establishing good brand position. According to Mr Samuel, the NeedScope addresses this issue by means of comprehensive psychological analysis of consumers' sentimental needs, both rational and irrational, in six need states. "The information derived from this analysis will be instrumental in mapping out effective marketing strategy and brand positioning", he stated. The markets are developing towards the same direction as the function of the NeedScope, making NeedScope responsive to the needs of professional marketers in Thailand, said Dusanee Terch, managing director of Taylor Nelson Sofres (Thailand). What makes the NeedScope stand out from other research tools available in the market is that it offers a framework and concept in information analysis which are permanent, she said. Several companies with global brand images have already made good use of the NeedScope and benefited significantly from the application. The NeedScope system was introduced in 1998. It was developed by Michael Cook and Roz Calder of New Zealand based on the Carl Jung's well-known analytical theory. The NeedScope outlines human needs in three different degrees - physical, self and emotional. Those are much more in-depth than typical research tools which are only capable of providing logical and illogical results. For further information please contact Image Pool Co., Ltd. Ms.Chitruthai Thadsarewiboon Tel. 967-0110-3 End.-AN-