The Challenge
A prominent company sought to understand the consumer path-to-purchase across various vertical categories globally. This insight was vital for targeting advertisers, a core revenue stream. The company aimed to explore over 65 consumer categories in 17 countries annually. The primary challenge was securing consistent, large sample sizes across categories with differing incidence rates.
The Approach
Kantar Profiles proposed a robust tracker design with four annual waves, each covering a subset of the 65+ categories. This approach facilitated the collection of usable, repeatable sample sizes across each category. Utilising the extensive global reach of Kantar's Profiles Respondent Hub, we selected a blend of sample sources to maintain stable data outputs throughout all waves. This methodology ensured reliable, consistent data essential for comprehensive analysis.
The Insight
The trackers provided crucial insights, becoming an essential guidebook for understanding the consumer path-to-purchase. This initiative not only met the company’s objectives but also uncovered areas for further research, such as online retail shopping behaviours and messaging effectiveness, driving additional studies to close these knowledge gaps and refine advertising strategies.
The Impact
The tracker program exceeded expectations, significantly boosting global advertising revenue. The efficiencies and reliable sampling methodology not only delivered high-quality data but also allowed the media company to expand into new markets and consumer categories. This expansion enabled a deeper understanding of consumer behaviour and advertiser engagement, driving new revenue streams from advertisers worldwide.
