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Media Partnership to Track Consumer Intent
In the US, media communications agency Starcom MediaVest Group (SMG) has partnered with online research agencies GMI and InsightExpress to conduct a tracking study which aims to uncover how ad messages influence consumer intentions to buy.
Using a sample size of more than 2 million people, the IntenTrack study is conducted weekly. Results are compiled into a database tracking the impact media and communications platforms have on consumer intentions to purchase more than 200 brands across 30 product categories in 28 countries.
Consumers are surveyed about 12 different forms of media (including TV, in-store and word of mouth), and their intent and behavior concerning the brands they saw advertised during that time. The tool is the culmination of 15 months of research and development that included weekly tracking studies in all the world's major advertising markets.
Development of the tool was led by Jim Kite, President of Connections Research & Analytics, and EVP-Global Research Kate Sirkin. Kite said that the research product may eventually evolve into a syndicated tool that could be offered to others outside SMG and its clientele. 'By focusing media investments on channels and the right mix of contacts that drive those critical intent behaviors that correlate to sales, advertisers cannot fail to increase the ROI from their media investments,' added Jim Kite
SMG is part of the Paris-based communication group Publicis. Last month, Starcom USA signed an agreement with TNS media research to use its DIRECTView opt-in audience measurement panel service in the US.
Web sites: www.smvgroup.com , www.gmi-mr.com and www.insightexpress.com .
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