The Outdoor Media Centre has launched a new study to find out how advertising affects the consumer journey and path to purchase. The study, by ICM Research and On Device Research will consult media agencies to understand how they use customer journey maps to help structure design.
1,500 British adults will be examined at different stages of the customer journey – absorbing, planning, obtaining and post-purchase sharing – in a dozen product categories.
The study also includes a major consumer segmentation exercise to analyse how they are impacted by advertising and by the different elements of the media mix. The segmentation has identified the different consumer groups and typologies that are more open to Outdoor advertising.
The research also aims to understand how consumers move between the stages, using 2,200 participants to record their brand and advertising interactions via a mobile-based diary system to record reactions and behaviours. Participants record their responses in real time, which also captures the location.
Both sets of fieldwork have been completed and will be presented soon.
Source: Outdoor Media Centre