New Maxus Planning Tool Starts with Bespoke Survey

India-based GroupM agency Maxus has launched a comms planning tool called Resolve, which uses a bespoke proprietary consumer survey called Compose to examine consumer sentiment towards media channels and their content.

The tool highlights barriers faced by clients' brands and categories, as well as by their audiences, and looks at ways of overcoming them, prioritising specific communication tasks and suggesting the best channels to deliver them, for each audience within each category.

Kartik Sharma (pictured), the firm's MD South Asia, says Compose 'gets behind the attitudes and behaviour of consumers - not just their media usage - and how they view specific channels to deliver specific messages. Resolve is pushing our teams out of their comfort zones, to try new channels and ways of thinking.' Priti Murthy (pictured), National Director Insights, Maxus India, says identifying and addressing key comms task is an art, and that Resolve attempts to apply 'an appropriate level of science' to that challenge. She adds: 'We can be confident about the suggestions Resolve generates because we have the data to support our decisions.'

Web site: www.maxusglobal.in .