Nielsen Introduces CMI Journey in New Zealand
Nielsen has officially unveiled its innovative CMI Journey research tool in New Zealand. This groundbreaking path-to-purchase solution is designed to assist advertisers, agencies, and media owners in comprehending the intricacies of consumer decision-making, including the factors that influence their choices and drive purchasing actions.
Building on Nielsen’s already robust Consumer & Media Insights (CMI) platform, CMI Journey transcends conventional audience profiles by uncovering the motivations behind consumer preferences, identifying obstacles in the decision-making process, and illustrating how various media channels impact the journey from consideration to purchase.
The solution encompasses 30 consumer categories within New Zealand and evaluates over 50 media touchpoints, including paid, earned, and owned media. It consolidates insights regarding category perceptions, purchase triggers, evaluation criteria, conversion factors, and post-purchase advocacy into a comprehensive evidence base.
A Deeper Understanding of Consumer Behavior
Lucas Carreras, Nielsen’s Executive Commercial Director for the Pacific region, emphasized the importance of this tool for the advertising landscape. He stated, “CMI Journey signifies a crucial shift in the advertising sector’s ability to align audience intelligence with commercial results.”
“Understanding customer demographics is merely the first step. The true opportunity lies in recognizing the motivations that drive their decisions, the pivotal moments that shape their choices, and the role media plays throughout this journey,” Carreras added.
“By integrating insights into consumer motivations, actions, and media interactions across 30 categories, CMI Journey empowers the industry to move beyond simple audience reach metrics to grasp the crucial moments that influence consumer decisions,” he explained.
Mapping the Decision-Making Process
CMI Journey dissects the consumer decision-making process into five interconnected stages:
- Assessing existing experiences, perceptions, behaviors, and brand associations prior to active consideration.
- Identifying emotional triggers and life events that lead consumers to consider making a purchase.
- Understanding how consumers research, compare options, seek recommendations, and develop confidence in their choices.
- Examining the factors that convert consideration into purchase actions, including price, availability, and potential barriers.
- Investigating post-purchase experiences, levels of satisfaction, loyalty, and advocacy.
Throughout these phases, CMI Journey analyzes over 50 media touchpoints, including television, radio, streaming services, online platforms, social media, out-of-home advertising, retail environments, and consumer interactions, such as word of mouth and online reviews. This holistic approach provides insights into the varying roles media channels play during the entire purchase journey.
Leveraging Insights for Better Outcomes
For media owners, CMI Journey equips them with data demonstrating the timing and manner in which their channels influence consumer decision-making across different categories. This empowers them to illustrate media value beyond mere audience reach, enhance advertising propositions, and foster compelling, evidence-based discussions with advertisers.
For advertisers, the platform delivers targeted intelligence on motivations, triggers, evaluation criteria, and obstacles that shape consumer behavior. By pinpointing where consumers advance, pause, or drop off in their journey, brands can identify opportunities to optimize communications and enhance customer experiences, thereby bolstering conversion rates and fostering loyalty.
Agencies benefit as well, receiving a shared evidence base for strategic planning, client briefs, channel selection, and campaign development. Insights tailored to specific categories can help pitch teams refine proposals, back recommendations with data, and craft more compelling client narratives swiftly.
The Unique Journey for Every Category
Helene Maurer, Nielsen’s Commercial Director for New Zealand, highlighted the tool’s relevance in addressing the unique challenges within the advertising and media industry. She noted, “Each category possesses its own path to purchase, and consumer decisions are rarely linear. For instance, the motivations for selecting an insurance provider significantly differ from those for buying a car, planning a vacation, or deciding on a dining choice.”
“CMI Journey enables us to understand these distinctions at a deeper level. Media owners can showcase where their channels genuinely affect decisions, while advertisers can identify the triggers and obstacles influencing buying behavior. Moreover, agencies can transform these insights into more strategic approaches, stronger briefs, and impactful pitches,” Maurer explained.
“Ultimately, this initiative aims to offer the New Zealand market a clearer understanding of consumer decision-making processes and how strategic communications can significantly influence each stage,” she concluded.
Access to CMI Journey insights will be available through Nielsen’s Clear Decisions platform.
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