GREYDIRECT FORMS CONSUMER RESEARCH UNIT
By Adnews Staff
GreyDirect of Toronto has launched a new consumer insight and intelligence unit. Called The Third Eye, the unit will operate as an extension of GreyDirect. It will examine consumer attitudes, market trends and business forces through non-traditional and traditional research. The insight will be used to develop direct response campaigns. The Third Eye will be managed by GreyDirect's chief consumer advocate Trevor Hardy and GreyDirect president Sachi Mukerji. "Traditionally direct marketing relies upon testing, learning and improving a campaign based on relative response rates," Mukerji says in a release. "While this remains the cornerstone of the discipline, it is limited to understanding only a fraction of the target audience. It was evident that in order to broaden the appeal of the direct marketing campaign in a saturated and rapidly changing market, marketers require a greater understanding of the behavior of their audiences and emerging consumer trends." GreyDirect's client list includes: Sprint Canada, Gerber, 3M Canada, Royal Bank of Canada, Deloitte & Touche, Dun & Bradstreet, The Ivey School of Business, Liberty Health, AGF Nafta, TransCanada PipeLines and Commemorative Services of Ontario. GreyDirect is a division of Grey Canada of Toronto.