Ipsos in SiMa Ipsos | Curiosity October 2016 | Page 17

Recognizing that the consumer’s path to purchase is more convoluted and more complex than ever
before, Ipsos LIFE Path helps companies understand and impact consumer choices along their journey.
LIFE Path offers a holistic, modular approach to path to purchase understanding that involves social media
intelligence, passive metering, and qualitative and quantitative research – so marketers can assess which
touchpoints are most influential in generating sales.

Understand the Consumer Dynamics
Along the Path to Purchase
“Changes in consumer path to purchase are being driven by the pace of digital innovation,” says Hans
Raemdonck, Global Head of Path to Purchase Solutions Development at Ipsos Marketing, “and at Ipsos we
are making sure our solutions capture the revolutionized consumer experience. We recognize that the
path to purchase is no longer linear, and brand preferences can be influenced at any point. LIFE Path
captures these nuances and helps marketers to grow their businesses by understanding how consumers
really make choices in an omni channel world.”
LIFE Path incorporates a suite of
modules – executed in context – that
articulate the highest opportunity paths
with prescriptive guidance on what
actions to take to drive changes in
behavior at all points along the path to
purchase. The solution provides a
complete understanding of decision
making within a category, from
purchase trigger to channel choice to
final product selection.
Unique to LIFE Path is its use of
proprietary analytics to uncover the
influence of various touchpoints on
driving sales. The LIFE Path modeling
not only reveals the impact of paid,
owned, and earned touchpoints but
also advises clients on how the
different touchpoints interact with each
other. Clients can then use the
touchpoint modeling to perform “what
if” simulations to optimize their
marketing – so they can target the right
consumers, communicate the right
message
at
the
appropriate
touchpoints, and invest the right
amount of money.