OMD India, the media services division of Omnicom Media Group India, announces the launch of its new research study Touch Point Analyser (TPA).
TPA is ready and operational for three categories - Mobile Telecom Service Provider, Chocolates & Mints. Beverage category is underway.
The ‘Consumer purchase journey- Brand/Category has always been a challenge to chart, especially in today’s dynamic market place where the consumer is spoilt for choice. Understanding the Role of touch points at each stage’ becomes all the more important for maximizing media efficiencies, given increasing costs & increasing fragmentation.
TPA, pioneering OMD’s innovative research is designed to give information specific to category, brand and competition to help achieve the best ROI on investments. TPA connects the dots between the relevant media/communication stimuli and customer experiences [positive and negative] so as to map consideration from pre-purchase to post-purchase evaluation
The TPA 3600 approach ensures touch point audit across all online, offline, on-ground & experiential space; identifies category value drivers by mapping information source and the influence it wields. At a subcategory level, TPA links each element of the purchase funnel from awareness to advocacy to the relevant touch point that impacts. Interactions can be further optimised for different demographics / brand users.
A ComQ (communication quotient) is derived by assigning weights to the purchase funnel metrics basis brand objectives, its life stage etc.
TPA final output is a ComQ map for a specific brand’s category and the brand in question. Touchpoints the brand must have, how it will impact the brand’s objectives; are brands that it competes with healthy with regard to their respective ComQ scores and how well competing brands are using touchpoints that benefit them. Recommendations on which touchpoints will help differentiate the brand in question best.
TPA hosted on a ‘Trendsetter online panel’, facilitates collection of quantitative and qualitative data via live chats and polls with quick turnaround time. Other additional advantages being - early identification of new media and consumer trends on one hand and capture of valuable information across the four key spaces – online, mass media, on-ground and one-on-one on the other
Some interesting findings when developing and testing TPA on how consumers relate to Touchpoints differently. E.g. when evaluating a mobile service provider - WOM from family/ friends worked best from awareness to consideration stage and the perceived expert in a peer group emerged highest in the preference to advocacy stage. This helped Identify lesser used Touch points in the experiential space thereby awarding them their place in the sun.
According to Rachna Narain, Managing Partner Research & Insights, India, “TPA is a cutting edge research that will help to sharpen our media plans. Its strength is in being able to ascertain the core touch points specifically for brand (or category) and establish the most effective mix across 32+ communication touch points. It will further strengthen our understanding of how consumers use the various channels and touch points along the path to purchase, thus enabling us to advance greater brand experiences to consumers.”
Mamatha Morvankar, MD, OMD also adds - “In today’s dynamic environment where consumers are influenced by multiple media, people and situations, TPA is the right tool for today’s challenges. With an online panel, the response times are shortened helping us turn around the relevant information required to make better decisions and build better efficiencies”.