OMD India launches Touch Point Analyser (TPA) study

The study offers insights into consumer's interaction with communication touch points during the decision-making process.

OMD India, the media services division of Omnicom Media Group India, has launched a research study called Touch Point Analyser (TPA). TPA is ready and operational for three categories - mobile telecom service provider, chocolates and mints, while work is on in the beverage category.

The consumer purchase journey (brand/category) has always been a challenge to chart, especially in today's dynamic market place where the consumer is spoilt for choice. Understanding the role of touch points at each stage becomes all the more important for maximising media efficiencies, given increasing costs and fragmentation.

Touch Point Analyser is designed to give information specific to category, brand and competition to help achieve the best return on investment. TPA connects the dots between relevant media/communication stimuli and customer experiences (positive and negative), so as to map consideration from pre-purchase to post-purchase evaluation.

TPA's 360-degree approach ensures touch point audit across all online, offline, on-ground and experiential space; identifies category value drivers by mapping information source and the influence it wields. At a sub-category level, TPA links each element of the purchase funnel from awareness to advocacy to the relevant touch point that impacts. Interactions can be further optimised for different demographics/brand users.

A ComQ (communication quotient) is derived by assigning weights to the purchase funnel metrics, basis brand objectives, its life-stage etc.

TPA's final output is a ComQ map for a specific brand's category and the brand in question. It informs about touch points the brand must have; how it will impact the brand's objectives; are brands that it competes with healthy with regard to their respective ComQ scores and how well competing brands are using touch points that benefit them. It also gives recommendations on which touch points will help differentiate the brand in question best.

TPA hosted on a 'trendsetter online panel' facilitates collection of quantitative and qualitative data via live chats and polls with quick turnaround time. Other additional advantages being early identification of new media and consumer trends on one hand and capture of valuable information across four key spaces - online, mass media, on-ground and one-on-one, on the other.

Rachna Narain, managing partner- research and insights, Omnicom Media Group India, says, "TPA is a cutting-edge research that will help sharpen our media plans. Its strength is in being able to ascertain the core touch points specifically for brand (or category) and establish the most effective mix across 32-plus communication touch points. It will further strengthen our understanding of how consumers use the various channels and touch points along the path to purchase, thus enabling us to advance greater brand experiences to consumers."

Mamatha Morvankar, MD - OMD, adds, "In today's dynamic environment where consumers are influenced by multiple media, people and situations, TPA is the right tool for overcoming challenges. With an online panel, the response times are shortened, helping us turn around the relevant information required to make better decisions and build better efficiencies."

OMD India is a subsidiary of Omnicom Media Group (OMG), the media services division of Omnicom Group, Inc. OMG is the media services division of Omnicom Group, Inc. It is among the world's leading global advertising, marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.