MEC Launches 'Momentum' Purchase Path Measure

Global media agency MEC has launched a proprietary approach called Momentum, designed to understand and quantify how consumers make purchasing decisions.

Through a global qual/quant study into the shopper journey and the psychology of choice, MEC examined the purchasing decisions of more than 100,000 consumers across multiple categories and countries. The firm then quantified consumer bias by category and brand, the beliefs customers have and how they influence decisions, and the relative influence of communications and touchpoints.

At its core, Momentum describes the purchase decision journey as a continuous cycle with four stages - Passive, Active, Trigger and Purchase - and one of its key findings is the importance of the Passive Stage. A group of consumers with a strong bias towards this stage consider fewer brands, spend less time in the Active Stage, are less concerned with price when making their choice and are happier with their decision after purchase.

Momentum can also be used to score a brand against the competition, and to identify ways to convert or move consumers from the 'Passive' to the 'Active' stage.

Melanie Varley (pictured), Global Chief Strategy Officer, comments: 'Momentum measures the whole purchase journey in a new way. It gets under the skin of how people make decisions, unpicking the beliefs they have about brands and how these influence behaviour, and the effect of brand communication throughout this journey.'

Web site: www.mecglobal.com .