"The advantages of this include reduced clutter in client communication and more efficient media spend on effective touch points resulting in less wastage, largely achieved through an Engagement Score," explains Belter.
At the heart of Connections is an in-depth investigation of the consumer purchase process, based on the view that communication channels will have different effects, depending on the nature of the purchase decision, the level of involvement in the category and where consumers are on the purchase journey.
"The real benefit of the Connections tool is that it incorporates the understanding that some communication channels work better earlier in the purchase process to build brand consideration, for example, while others work better later on in the process to prompt the final purchase," continues Belter.
The channels covered range from the established media through to ambient, retail, direct marketing and digital channels, providing insights into how people choose and use the array of available vehicles.
A qualitative stage of research provides a deep understanding of the strength of relationship that people have with a brand and with each communications channel. This is drawn from a combination of in-depth interviews, observational research, such as accompanied shopping using 'spy' glasses that record actual buying experiences, and photographic records of day-to-day experiences and channel contacts. Projective techniques are also used to explore how brand communications would be received in new or untried places.
Quantitative research follows to validate the insights gathered and to provide the robust data required to provide a channel planning currency. This stage involves a proven brand equity measure, category usage and attitudes, purchasing behaviour and a rigorously tested measurement system that identifies channel 'engagement' as well as exposure.
