Starcom MediaVest Group today announced its commitment to a new measure of marketing accountability – INTENT. Based on a large, unique and first ever global exercise to understand INTENT, how it influences behavior and how it is itself influenced by brand interactions, the network today rolled out a new proprietary and ongoing research product IntenTrack™ in India. This continuous weekly track, that identifies consumer intent actions that drive brand sales, is the culmination of 29 months of design, fieldwork and analysis that has tracked consumer response to over 200 brands across 30 product categories in 28 countries and still growing in scale.
“It is our belief that in future, the scarcest resource in our world will be consumer attention. At Starcom MediaVest Group, our vision is to be the leaders of the Consumer Attention Economy”, said Sandeep Lakhina, Managing Director, India-West & South, Starcom Worldwide. “In 2006, we embarked on a journey to be the masters of the art and science of Consumer Attention, advancing a forward view of consumers and the communication landscape, creating and activating transformative ideas that connect brands to consumers and predicting and quantifying consumer outcomes. Understanding and measuring intent is the central to that initiative.”
Since January 2007, Starcom MediaVest Group has been running IntenTrack™ tracking studies in all the major markets across the world, including eleven markets in Asia. The one of its kind single source study identifies all the different ways consumers interact with the brand, from classical television to peer-to-peer conversations. In the same period, the consumer’s intent behavior towards those brands is captured. These intent behaviors range from low-level behavioral shifts such as changing attitudes towards the brand to intent behaviors more directly related to purchase such as – seeking information, talking to others and visiting a store to experiencing the brand and finally, to purchase
“Intent moves us beyond engagement and gets us closer to predicting and assessing a measurable, behavioral reaction of the consumer.” said Ranga Somanathan, VP – Insights & Analytics, South East & South Asia. “The consumer’s response to a message could be on any of the four platforms – Consideration [deep curiosity], Validation [seeking an opinion], Expression [giving an opinion] & Exploration [active searching on the web]. It can ultimately encompass a consumer’s desire to purchase or recommend a brand.”
Over the last 20 months, Starcom MediaVest Group has had dialogues with over 2 million consumers about their media, intent behaviors and purchase habits.
“The global investment that we have put into IntenTrack™ surveys and analytics is testament to our belief that capturing consumer’s attention can be measured, predicted and related back to sales.” said Ravi Kiran, CEO-South East & South Asia, Starcom MediaVest Group.