OMG creates Pathway to consumer behaviour

Malaysia – Omnicom's media services division Omnicom Media Group (OMG) has concluded the fieldwork of its “Pathway Study” involving eight Asian markets and will release the results in early November.  

The consumer journey study, encompassing markets in China, India, Hong Kong, Singapore, Taiwan, Thailand, Philippines and Malaysia, examines the series of relationships between the brand and their consumers. The study maps the consumers’ path to the cash register and its results promises to offer insights into various areas of consumer behaviour.

Asia Pacific director of communication insights Florence Oong said Pathway is "cutting-edge research" which sharpens media plans.

“It will further strengthen our understanding of how consumers use the various channels and touchpoints along the purchase path, thus enabling us to advance greater brand experiences to consumers.”

OMG Malaysia managing director Andreas Vogiatzakis added that Pathway would enhance communication effectively.

In Malaysia, Pathway studied 54 consumer products from 12 product categories from cars to chewing gum, milk powder to insurance.

It accumulated more than 640 purchase experiences of consumers from the country’s four major market centres - Klang Valley, Penang, Ipoh and Johor Baru.