ASIA FAST FORWARD
Me _dia or You_dia?
John CollRadhecka Roy
Duncan Dodds
Abstract
With the sustained explosion of media and the burgeoning set of ‘new media’ options, all marketers have long been talking about exploiting new media for effective and efficient connect with the evolving consumer. It is not surprising that most of us have been talking in hypotheses and wanting to know much more about how the consumer looks at the media landscape today.
With a view to unravelling this and understanding the fundamental motivations driving media consumption, Synovate embarked on a self funded study to understand precisely that: motivation for media, emotional needs fulfilled, how similar or different are the established media vehicles vs. the recent/new media vehicles, what are the implications for content and sourcing ….
This study showcases the every interesting findings we have uncovered across three very different markets – to begin with in UK and then comparing this with two critical Asian markets – Thailand and Singapore. Using the Synovate motivational framework, Censydiam, the paper allows us to compare different markets, different segments and different media to cull out insights and opportunities on how to capitalize on the synergies of established/old and recent/new media.
Radhecka Roy
Radhecka Roy hails from India and has over 18 years of consolidated MR and Strategic Planning experience. Radhecka graduated in Political Science (B.A) before going on to complete a Diploma in Marketing Management from the University of Mumbai, India. She also completed one year of the 3 year Post Graduate Masters Programme in Marketing Management.
Radhecka has worked across several dynamic markets across India and in the APAC region. She is an expert on several specialist Qualitative Research products including needs segmentation, motivational research tools, creative development work, social research tools, NPD and consumer insight generation. Radhecka has also worked in the region (Taiwan) and has experience in co-ordinating and running large multi-countries and multi-country studies. Her exposure to quantitative tools and her experience with brand tracking makes her a complete marketing professional who can bring actionable insights geared for marketing decision and action. In her current role as Research Director with Synovate Singapore, Radhecka heads the qualitative research division and actively contributes to the thought leadership in advanced qual tools in the market.
Radhecka is also active in her contributions to the media on various marketing developments and is frequently sought for her opinion in the Indian media. She is also active in writing for the advertising and marketing journals.
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