Path to Purchase

Recognising that the consumer’s path to purchase is more convoluted and more complex than ever before, Ipsos Marketing has launched LIFE Path to help clients understand and impact consumer choices along their journey.

Understand the dynamics involved along people’s journey, in order to optimise brand’s touchpoints strategy: what media for what function and when.

Over the past few years, we have seen an increased proliferation of mobile across the world. Not only have we seen the number of mobile users grow worldwide, but we’ve witnessed increased engagement of consumers with their mobile devices for a variety of everyday activities, whether it’s watching videos, shopping and making purchases, or simply accessing the internet. We are now past the mobile tipping point, with mobile overtaking fixed internet access in many markets, across developed and developing economies. Consumer interactions with brands are, more than ever before, fragmented and multi-layered. Consumers are leading busy lives, and multi-task routinely in their day. Consequently, many of the planned brand exposures are missed and recall relevancy is eroding faster than expected.