Miller said Vizeum Malaysia had invested more than RM300,000 for Motivation to Media, a research database of information pertaining to brands, media and consumers derived from a survey of 2,000 local respondents. Based on the Censydiam Model, a marketing tool developed by diagnostic qualitative research company Censydiam, the system “puts the science behind a creative buy", he said.
The database is used to understand how personalities of different brands are correlated within the category, and Vizeum have taken that information a step further into media delivery, said Miller, adding that Motivation to Media involves segmenting brands into 16 different categories or motivations, and adapting media strategies to each brand personality accordingly.
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