Starcom MediaVest Group has launched a new research product-IntenTrack. This is a continuous weekly track which identifies consumer intent actions that drive brand sales. 19 months were spent on the survey to track consumers' response. It covered 28 countries, 30 categories, 200 brands and 1 million consumers.
"As the marketers today are battling with the challenge of getting consumers' attention, measuring attention is the next big thing. The gap between awareness-attention and behaviour has been identified as intent. It is a leap from awareness to purchase and is the new measure of marketing accountabilty," said Sandeep Lakhina, managing director, India-West & South, Starcom Worldwide.
IntenTrack predicts and measures behaviour which leads to purchase, links this behaviour to the brand's communication mix and optimise these behavioural outcomes, leading to higher return of objectives. The study produces actual KPI's (key performance indicators) as benchmarks and feeds normative databases for predicting future communications investment strategy.
"Intent moves us beyond engagement and gets us closer to predicting and assessing a measurable, behavioural reaction of the consumer. The consumer's response to a message could be on any of the four platforms - Consideration, Validation, Expression and Exploration. It can ultimately encompass a consumer's desire to purchase or recommend a brand," said Ranga Somanathan, VP – Insights & Analytics, South East & South Asia.
Ravi Kiran, CEO-South East & South Asia, Starcom MediaVest Group, said, "Intent is closest to what the clients want which is behaviour. We want Intent to represent Starcom."