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Mindshare Unveils ‘DX’ Customer Decision-Making Tool

March 14 2019 WPP media agency network Mindshare has launched an audience-first tool called DX, which applies user experience principles to uncover subtle decision-making behaviour.

Mindshare says the launch is in response to emerging changes it is seeing around audience decision-making, with customers drawing on a wider range of previous experiences about brands to support their decisions. In contrast to linear consumer journey frameworks which take a ‘brand-first’ approach, the DX solution has been designed to put audiences first, delivering insights which are more brand- and sector-agnostic.

The new tool is powered by quant customer research which is conducted as soon as possible after the decision in question, and uses both qual data and passive data sources – such as social media conversations and search behaviour – to interpret the results. In addition to conducting studies into 50 individual sectors, results are also analysed within a central decision database, enabling Mindshare’s research team to unearth cross-sector behavioural patterns which emerge for specific audience segments. 

Julia Ayling, Head of Research and Insights, comments: ‘People are at the heart of everything we do and that’s why we are incredibly excited to launch this new tool. DX explores people’s decision-making behaviour, helping us better understand people’s actions, attitudes and needs, to help our clients to future proof the decisions they are making and ultimately achieve real business growth’.

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Article source: MrWeb

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