Under the Influence: understanding consumer purchasing in the 21st century

Toby Roberts

This paper reports on a project by OMD that uses online survey research and TGI data to identify all the influences on consumers in 10 different and map typical paths to purchase in those markets.

Under the Influence: Understanding consumer purchasing in the 21st century

Toby Roberts OMD UK

Introduction

Influence Planning was launched at OMD in the UK in the summer of 2007. It is a new planning philosophy and process built around six principles that inform the way we approach every brief. In order to make these principles real for both our people and our clients, we needed the data and insight to back them up. With this in mind we commissioned the Influence Pathway research. The largest study we have ever undertaken at OMD.This paper aims to give...

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