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Deep Dive into Consumers: WM3 Proves That Multi-Media Measurement is More Important Than Ever Hong Kong, 21 June 2006 -- From June 4th – 7th 2006, the Chinese economic capital of Shanghai became the ‘place-to-be’ for more than 200 senior research and marketing professionals from some 40 countries worldwide. The Worldwide Multi-Media Measurement (WM3) event allowed participants to share their points of view on this key issue and to learn about the latest updates on recent innovations and studies made on the topic. Measuring accurately for better provision; this is the holy grail of marketing specialists, a task that is easier said than done. Despite a constant development of measurement technologies, consumers have never been so difficult to track and to understand. Modern technology and media enable the individual to be at the centre of their own world of brand relationships and experiences. Understanding the consumer helps design better marketing and media plans – putting together the right combination of messages, delivered at the right time and in the right place. And this embraces not only traditional media choices, but also needs to take into consideration the consumer’s entire journey and experience – online, in store, on the street, talking to friends – every encounter in which a brand is relevant and the consumer feels receptive. Throughout the 3-day event, speakers provided a valuable snapshot of current media issues and the important role that an improved focus on the consumer can and must play in this debate to ensure that decisions are made based on reliable, quantifiable and sustainable data. Questions such as why people make choices for certain brands over others, what needs are fulfilled, what are the social, neurological and emotional drivers being satisfied and why people remain loyal to their favorite brands (or not) were addressed and answered. Focusing on holistic measurement The WM3 event was also a unique occasion for participants to unveil the latest progress of Project Apollo, IPA Touchpoints and the WFA Blueprint. These initiatives demonstrated how several groups are working from different perspectives towards this shared goal. This was the first time that results from Project Apollo, a pioneering project to measure consumer purchasing and media usage from the same group of people had been presented. Early conclusions revealed that within traditional demographic groups, the delivery and adoption of media messages varied significantly if compared to other indicative factors within the same category such as purchasing behaviour, loyal brand users or switchers. Initial highlights from IPA Touchpoints illustrated a unique view of the impact of media on respondents’ lives, how they spend their work and leisure time and what their prevailing attitudes are. Findings from the WFA Blueprint, which is focused on the development of consumer-centric holistic measurement system, revealed that various countries have already carried out some kind of multi-media measurement survey which could be used as a basis to deploy this initiative. “This event offered media, advertisers and market research specialists a unique opportunity to meet and talk openly about some of the most important current concerns such as efficiency of media investment, measuring audiences and interaction between different media. The outcome proved that efficient Multi-Media Measurement will also clearly offer strong competitive advantage，” said Véronique Jeannin, ESOMAR Director General THE CHINA FORUM: DIVE INSIDE 1.3 BILLION CONSUMERS From June 8th – 9th June 2006, this event offered over 50 participants from 10 countries a unique insight into the country’s business environment, as well as the specifics of marketing in China. During this two day event, two clear conclusions emerged about this 5000 year old culture – it is not just about targeting the ‘Chinese people’. This market includes a varied number of different segmentations and cross sections with their own particular ways of interacting. Chinese businesses are also now more ready than ever to reach out on a global level. This new concept for ESOMAR was an event fully dedicated to the Chinese market, providing participants with a very comprehensive insight on the country, how to conduct business there and the marketing opportunities on offer. Participants had the opportunity to learn from market place experts, Chinese and non-Chinese, and to contribute to some lively debates. Speakers included Jason Ho Secretary General of the CMRA, Beatrix Frisch, Shanghai Volkswagen, Ian St-Maurice, McKinsey & Company, Piet Coelewij, Philips CE, Chris Reitermann, Ogilvy & Mather, Jim Sailor, TNS and Gilbert Lee, Research International. The China Forum emphasised practical learning, based on the real experience of these successful business people who have proven themselves in China. On the second day, market research professionals were offered the opportunity to get a look ‘behind the scenes’ with a visit to Fosun, a private Chinese conglomerate that owns a portfolio of companies in the pharmaceutical, real estate, steel and retail sectors. Delegates experienced first hand the manner in which a successful Chinese company conducts its day to day business by visiting and being guided through their corporate HQ, retail outlets and a Pharmaceutical plant providing participants with real insight across various commercial settings. Fosun represents a genuine success story of a highly entrepreneurial group of young professionals who succeeded in this complex business environment. “The China Forum has been a very positive experience”, said Véronique Jeannin. “According to participants’ feedback, we really succeeded in offering an approach that mixed theoretical data on the Chinese market and very practical advice.” For further information on these events organised by ESOMAR, please go to the ESOMAR website: http://www.esomar.org About ESOMAR: About ESOMAR: ESOMAR is the world organisation for enabling better research into markets, consumers and societies. With 4000 members in 100 countries, ESOMAR’s aim is to promote the value of market and opinion research in illuminating real issues and bringing about effective decision-making. Media Contacts: Scott Cheng / Maria Cheong Upstream Asia 26/F, 46 Lyndhurst Terrace Tel: +852 2973 0222 Email: / Submitted by Maria Fatima Cheong, Upstream Asia on Wednesday, 21 June 2006 at 2:53 PM Category: Science & Research |
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