Quantitative data remains essential for trading, monitoring and assessing media campaigns, but we go way beyond numbers.
Our Insights research service reveals the true picture of:
- the relationships between consumers, brands and media
- social and behavioural characteristics
- people's media choices
- people's response to advertising in different environments
- media performance within total brand communications
- how media behaviour changes over time
- the role of every possible contact between consumers and brands
At the heart of Insights is our partnership with Sponge It, Dublin-based independent research agency and panel owners that researches the dynamics of brand equity, media consumption and an in-depth knowledge of consumer trends. At Mindshare, we can draw on industry standard TGI, JNLR, JNRS, Comscore, Google Trends and BrandZTM, WPP's international brand study covering consumer relationships with over 25,000 brands. Through understaning secondary research, we can establish the information gaps and develop research to understand consumers more.
As well our strong partnership with Sponge It, we also rely on global research including Connections and Mindset.
We recently achieved an industry first with Connections, a new study conducted in partnership with the GroupM media companies and Millward Brown. It reveals which contact points have most influence on customers during the purchase process - and therefore enables the most efficient and effective channel planning.
We have also successfully developed MindSet, a pioneering research method that tracks and captures people's behaviour in real time using PDAs.