Ipsos launches path-to-purchase intelligence tool

It incorporates a suite of modules — including social media intelligence, passive metering, and qualitative and quantitative research — that aim to highlight the paths with highest opportunity, with guidance on what actions to take to drive changes in behaviour at all stages along the path to purchase. 

LIFE Path is designed to provide a ‘complete understanding of decision making within a category, from purchase trigger to channel choice to final product selection'. It uses proprietary analytics to uncover the influence of various touchpoints on driving sales, revealing the impact of paid, owned and earned media, as well as how these interact with each other. 

“Changes in consumer path to purchase are being driven by the pace of digital innovation,” said Hans Raemdonck, global head of path to purchase solutions development at Ipsos Marketing.

“And at Ipsos we are making sure our solutions capture the revolutionised consumer experience. We recognise 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.”