Helping to take strategic planning to a new level

"We are living through a period of social, media and technological change that is having a dramatic impact on how we plan effective communications," comments Bester.

"3D evolved in 1999 in the United Kingdom in recognition of these changes. Its three-tiered approach to research combines the most critical dynamics for effective planning, that is, brand relationships, social segmentation and media consumption."

A 3D analysis begins with an examination of a five-layered brand involvement pyramid to quantify the relationships people have with brands, which vary from the bottom layer of "familiarity" to the top layer of "commitment".

The second dimension of 3D considers six population segments that have been established to provide a psychographic understanding of South Africans. The segments include down-and-outs, home bodies, risk takers, new agers, middle roaders and silver spoons.

The down-and-outs at the bottom end of the scale generally struggle to make ends meet but are SA-centric and, interestingly, fairly brand and image-conscious. At the other end of the scale, the silver spoons do not have money issues. They are health-conscious, quite conservative in their outlook on life and have strong family values.

The third dimension of 3D examines media channels, gathering precise details of individual television programmes, pay-TV, print titles, section readership, Internet sites, radio, outdoor, movies, non-traditional media and newer technologies.

Belter says this is done by using a PDA device that sounds an alarm every hour for 48 hours whereby respondents are requested to complete a one-minute questionnaire about where they are, how they feel, what they are doing, what they can see or hear and how often they do this. "The results are a measure of exposure to media, their mood and location," she says.

Belter says 3D's three dimensions are designed to assist strategists with defining the core market potential within a brand and highlighting growth opportunities. "3D is unique because it examines the three defined areas so thoroughly that, not only does is help with outlining media opportunities, but it also makes it possible to inform communication messages and assist with product development," she says.