Consumers seem to be changing the way they make decisions - is this an opportunity or a threat?
‘Traditional’ forecasting techniques based on macro drivers and advertiser analysis had failed to persuade this leading multinational print and online media player that it really understood how its market was likely to evolve. They commissioned Ocean to undertake a consumer-based analysis of purchasing decisions. This unique methodology identified a number of inefficiencies in the information flow from advertiser to consumer. This not only gave a new insight into the potential threat from new entrant competitors, but was able to highlight concrete opportunities for the client’s new product development programme.
