WPP media agency network Mindshare has launched an audience-first tool called DX, which applies user experience principles to uncover subtle decision-making behaviour.
Mindshare says the launch is in response to emerging changes it is seeing around audience decision-making, with customers drawing on a wider range of previous experiences about brands to support their decisions. In contrast to linear consumer journey frameworks which take a 'brand-first' approach, the DX solution has been designed to put audiences first, delivering insights which are more brand- and sector-agnostic.
The new tool is powered by quant customer research which is conducted as soon as possible after the decision in question, and uses both qual data and passive data sources - such as social media conversations and search behaviour - to interpret the results. In addition to conducting studies into 50 individual sectors, results are also analysed within a central decision database, enabling Mindshare's research team to unearth cross-sector behavioural patterns which emerge for specific audience segments.
Julia Ayling (pictured), Head of Research and Insights, comments: 'People are at the heart of everything we do and that's why we are incredibly excited to launch this new tool. DX explores people's decision-making behaviour, helping us better understand people's actions, attitudes and needs, to help our clients to future proof the decisions they are making and ultimately achieve real business growth'.
Web site: www.mindshareworld.com .
All articles 2006-19 written and edited by Mel Crowther and/or Nick Thomas.