The tool, called CMI Journey, builds on Nielsen’s Consumer & Media Insights (CMI) offering, and will cover 30 consumer categories and 50 media touchpoints in New Zealand.

CMI Journey is based on a sample of New Zealand consumers and will look at category perceptions, purchase triggers, evaluation criteria, conversion drivers and post-purchase advocacy.

The tool will look at five phases of consumer decision-making, spanning existing category perceptions, identifying what prompts consumers to consider a purchase, looking at how decisions are made, exploring what converts consideration into action and then looking at post-purchase experiences.

Lucas Carreras, executive commercial director, Pacific at Nielsen, said: “Knowing who your customers are is only part of the picture. The real opportunity lies in understanding what drives their decisions, the moments that influence their choices and the role media plays along the way.

“CMI Journey brings these insights together in a way that gives advertisers, agencies and media owners a much deeper understanding of the path to purchase.”

Helene Maurer, commercial director, New Zealand at Nielsen, added: “Every category has its own path to purchase, and consumers don’t make decisions in a straight line. 

“Ultimately, this is about giving the New Zealand market a much clearer understanding of how consumers make decisions, and how communications can play a meaningful role at every stage.”