Ipsos Debuts Tool for Path-to-Purchase Understanding

Ipsos Marketing has launched a new tool called 'LIFE Path', providing a modular approach to path-to-purchase understanding that uses social media intelligence, passive metering, and qual and quant research.

LIFE Path has been developed to provide an understanding of decision making within a category, from purchase trigger to channel choice, and final product selection. The tool uses proprietary analytics to uncover the influence various touchpoints have on driving sales. Modelling breaks out the impact of paid, owned and earned touchpoints, and can also be used to show clients how the different touchpoints interact with each other. Clients can then use the models to perform 'what if' simulations to send the right message to the right consumers at the appropriate touchpoints.

Hans Raemdonck (pictured), Global Head of Path to Purchase Solutions Development, comments: 'At Ipsos we recognize that the path-to-purchase is no longer linear, and brand preferences can be influenced at any point. LIFE Path captures these nuances and helps marketers to grow their businesses by understanding how consumers really make choices in an omni-channel world'.

Web site: www.ipsos.com .