Pervasive and persuasive: How a holistic 360 degree measurement approach is enabling LG Electronics to understand and harness the power of retail

Catherine Willis, David Vanderwaal and Fiona Blades

This paper examines the use of real time Experience Tracking in measuring retail experience, using a case study of research carried out for LG Electronics by planning group MESH.

Pervasive and persuasive: How a holistic 360 degree measurement approach is enabling LG Electronics to understand and harness the power of retail

Catherine Willis,David VanderwaalLG ElectronicsFiona BladesMESH Planning

"Probably our biggest concern – which relates to engagement – is 'holism': the ability to capture the effect of a wide range of communications… if you see a change in brand attitude, how do you know it was your TV and not some product experience or word-of-mouth?"

Mark Greenstreet, Carat Insight, Research, 2006

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