Bangkok--17 Sep--MindShare The leading marketing communications investment agency revealed that Thai consumers are generally brand conscious, fairly brand loyal and quite receptive to advertising. Over 60% of the respondents claim that advertising helps them find products that they want, according to MindShare’s three dimensional research tools “3D” “3D means three dimensional research. It studies and brings together the dynamics of brand loyalty, social behavior and media consumption. All information comes from a single source, not with the use of clever data techniques to combine different surveys,” says Pathamawan Sathaporn, Director of Insights and Research, MindShare According to the research study from the total of 2,200 individuals aged 14-65 that were recruited via random sampling to represent the total population of Thailand in 2008, today’s Thai consumers agree to choose to pay more for environmentally products (57%) than products that are endorsed by well-known celebrities (36%) The FIRST dimension of 3D measures the bonding between brands and consumers. Product categories covered range from FMCG to financial services. Brand loyalty differs for high involvement versus low involvement products. But generally speaking, 3D findings show that 67% of consumers tend to buy the same brands most of the time, especially amongst rural consumers versus Bangkokians that tend to be more diverse in brand choices. The SECOND dimension gives an in-depth understanding of people’s attitudes. Using more than 200 psychographic attitude statements, 3D divides Thais into eight distinctive groups. Disadvantaged and Indifferent is the biggest group which takes up 18% of the population, while the rest see a more or less equal slice of about 12% each of the population. The THIRD dimension is consumers’ media habits. Apart from popular media, 3D analyses communication connection points seen by the consumers from conventional media to word of mouth, sampling, brochures, press release, promoters & new tech channels e.g. SMS It was found that more than half of the consumers see outdoor ads as source of information. Top ranked outdoor ads that are also seen as innovative and crative by the consumers are 1) trivision 2) laser on buildings and 3) outdoor LCD screens/video walls. “Individual studies into brand values, social behaviour and media are useful, and when combined, they take us into a new era of communication planning. 3D provides marketers with strategic targeting so that they could identify the best ways to talk to the most valuable customers.” Pathamawan concluded.About 3D A total of 2,200 individuals aged 14-65 were recruited via random sampling to represent the total population of Thailand. Fieldwork, using a combination of face-to-face interviews and self-administered questionnaire, was undertaken by Research International and software programming done via InfoTools in Australia. 3D is a global initiative. It is now running in 35 countries, 13 are in Asia including Japan, China, Singapore, Malaysia, Hong Kong, Taiwan, The Philippines, Indonesia, Vietnam, Australia, India, Pakistan and Thailand. MindShare and sister companies under GroupM have invested over US$7 million in 3D studies in the Asia Pacific region over the past six years.About MindShare MindShare, part of the WPP Network, is the leading marketing communications investment agency in Thailand, billing over 8 billion Baht in 2007 with 15% growth YOY. The company ranked in no.1 by RECMA for the past 5 years and is Media Magazine Agency of the year an unprecedented 3 years running. Our products and services are included: Full service planning and buying, negotiation, research & knowledge; Branded content, events, activation, sponsorship — ESP; Full service digital — Interaction; Insights, consultancy, and MROI — MindShare Insights & ATG. Our Team:150 dedicated MindShare people, 65 support staff through GroupM, under 6% staff turnover For more information please contact: Thitiporn Unchurit Tel: 081-805-7400