3D is a proprietary Mindshare tool – it is a comprehensive quantitative study that
covers brand relationships, consumer demographics and media consumption.
The last two steps focus on activation and campaign tracking. Mindshare developed tools
including Rural GRPs (a system that captures rural TV viewership as opposed to the
popularly used people meter in urban areas), mAllocator (allocates budgets based on
campaign KPIs), Mindware (measures brand awareness) will be used to closely monitor the
campaign.