GLOBAL, AUGUST 19, 2013- Global media agency MEC has unveiled MEC Momentum, its latest approach to understand and quantify consumer purchase decisions, allowing the agency to formulate a strategic approach for its clients.
MEC Momentum has studied over 1,000 consumers, across various countries and categories, through qualitative and quantitative research. Using the latest thinking in decision-making psychology, the study measures consumers bias by category brand, the beliefs customers have and how they influence decisions, and the relative influence of communication messaging and touch points.
Purchase decision journey can be described as a continuous cycle from passive stage to active stage. The study revealed the importance of the passive stage of the consumer journey. Those people who are less concerned with price when making their choice and are happier with their decisions after purchase has a strong passive stage bias. These people consider fewer brands and spend less time in the active stage.
MEC Momentum will achieve the brand’sdrive against completion and identify ways to convert it from passive to active stage.
With this insight, MEC can formulate a revolutionary approach with a more targeted communication strategies for clients.
The Questions MEC Momentum can help brand answer
- Are my customer’s journeys shorter and faster or longer and slower than other people’s?
- Which customers have a bias towards my brand or its competitors before starting the buying process?
- How are people’s perceptions of my brand affecting their purchasing behavior?
- Which triggers are more likely to get people to buy my brand?
- How can I learn from my competitor’s purchase journeys?
- How can I quantify the roles of paid, owned and earned touchpoints at different stages of the purchase journey?
- How do I quantify the role of recommendation and social influence for my brand’s buyers?
- How does my brand’s behavior in-store influence people beyond the immediate sale?
- How can I plan more effectively for brand growth?
Melanie Varley, MEC Global chief strategy officer, said: “MEC Momentum measures the whole purchase journey in a new way. It gets under the skin of how people make decisions, unpicking the beliefs, whether preconceived or not, that they have about brands and how these influence behavior, and the effect of brand communication throughout this journey.”
