Demand and Activation will combine qualitative and quantitative research to help marketers understand the complicated consumer journey to purchase, and gain greater insight on what communications channels will work best for them and how to allocate their budgets.
Through its Channel Connect questionnaire, Millward Brown will record what preferences people have prior to and during the point of purchase. This will be supported by customisable quantitative research.
A key area of research will be identifying what media channels create the purchase trigger for a product.
D&A is being rolled out and will be available globally by the beginning of 2006. It is designed to be used as a standalone tool, or it can be coupled with one of Millward Brown's tracking tools to monitor future success.
Bob Meyers, global chief executive of Millward Brown, said: "Having watched so many of our clients agonise over where to allocate their budgets -- particularly the delicate balancing act between sales and marketing -- we've been actively searching for how we could help.
"Our experience in monitoring brand performance led us to understand the need for both great brand building activity and superior sales activation approaches."
Brain Jacobs, the former Carat International marketing director who now heads up global media practice at Millward Brown, is in charge of a major marketing campaign promoting the tool to agencies and advertisers.
Eileen Campbell, president of global development at Millward Brown, said: "D&A is capable of answering a whole range of marketing questions, from how well a marketer is doing in building desire for their brand to their ability to capitalise on that demand when the consumer makes the ultimate choice."
Millward Brown launched the tool at an industry seminar last week, attended by WPP chief executive Sir Martin Sorrell.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
_1.jpg)
.jpg)
