MAM
WPP Media’s 3D tool predicts global consumer psyche
MUMBAI: “Prediction is difficult; especially when it comes to talking about the future” WPP Media worldwide head of consumer insights Sheila Byfield emphasised that the above mentioned Chinese proverb said it all when it comes predicting the future of consumers across the globe!
On 24 February 2003, Byfield made a presentation on “reaching the consumers who count” at an event organized by the Advertising Club Bombay and sponsored by The Hindustan Times and ETV Network.
Byfield presented some findings from WPP Media’s latest tool named 3D to a discerning audience comprising of media and marketing professionals. 3D is an integrated single source data that gets into the consumers’ psychographics, demographics and the psychological profile. It was derived as a result of a global research effort covering a sample size of 80,000 people globally.
A veteran with over 30 years of experience, London-based Byfield is the head of consumer insight with the WPP group. Byfield has honorary positions on the committees of several European advertising councils and is a visiting faculty at the University of Leeds, UK. She used this opportunity to introduce the latest offering to Indian media specialists.
Speaking to indiantelevision.com, Byfield says: “An effort of this magnitude requires tremendous localised customization in terms of selection of the appropriate sample size. I merely laid down the three major guidelines and the WPP teams in different parts of the world came up with their own insights specific to their markets. But the final research findings are mind-boggling. We hope to continue the same at regular intervals.”
The core planning process of 3D combines the dynamics of brand equity, media consumption and an in-depth knowledge of consumer trends. The tool involves research from 20 countries around the world and is being used by the WPP Media globally.
She adds that 3D explores relationships between consumers and consumption. It revolves around brand relationships, social segmentation and media consumption. It envisages a pyramid where the best customers of a brand are placed at the top and those who share the worst relationships are placed at the bottom. It tells the user what should be done to guide the consumer up the various levels until he reaches the top.
The tool goes beyond the tradition SEC classification and examines attitudes. It classifies people into several segments such as cautious onlooker, impulsive adopters, progressive aspirants amongst others.
Brands
Info Edge reshuffles senior roles, Ambrish Singh to 99acres, Bhisham Dhingra to lead Shiksha strategy
Leadership changes at Shiksha and 99acres aim to drive sharper growth focus
MUMBAI: Info Edge (India) Limited has approved an internal reorganisation of its education and real estate verticals, setting the stage for leadership changes aimed at sharpening execution and accelerating growth. The move, cleared by the board on April 14 through a circular resolution, will come into effect from May 1, 2026.
The restructuring impacts the company’s Shiksha and 99acres businesses, two key pillars in its portfolio, and involves role changes for senior management personnel. As part of the reshuffle, Ambrish Kumar Singh, previously executive vice president and head of sales and customer delivery for Shiksha, has been redesignated as executive vice president and head of sales and sales enablement at 99acres. A long-time company leader since 2003, Singh is expected to focus on boosting business performance, strengthening client relationships and building high-performing teams in his new role.
Meanwhile, Bhisham Dhingra, who led sales and customer delivery at 99acres, will now take on an expanded mandate as head of sales, strategy and client delivery for Shiksha. With over two decades of experience across global and Indian organisations, Dhingra will spearhead growth strategy, corporate sales and client engagement for the domestic education vertical.
Both executives will continue as senior management personnel, albeit with revised responsibilities aligned to the company’s broader restructuring goals.
Info Edge said the changes are part of ongoing efforts to leverage leadership expertise across business lines and improve operational effectiveness. The company added that the reshuffle is designed to drive stronger outcomes by aligning talent with evolving business priorities.
As Info Edge continues to fine-tune its structure, the latest leadership moves suggest a clear intent to keep its core platforms nimble, competitive and ready for the next phase of growth.
