Millward Brown launches D&A offering

Global brand, media and communications research agency Millward Brown has launched Demand & Activation (D&A), a framework that helps marketers better understand the complexities of the consumer journey to purchase. The new solution quantifies the contribution to sales of those factors that create demand for a category and brand as well as those that activate the final choice. 

"We help clients to understand how all connections between consumers and brands drive demand and influence sales," said Neerja Wable, Head of Client Services, Millward Brown Asia Pacific. "D&A helps marketers tackle questions ranging from which of their marketing efforts are having the most impact on sales to how often, by what means and by which competitors sales are being diverted from their brand."

The new framework combines up-front qualitative research to identify the key demand and activation drivers for an individual brand and category with customisable quantitative research that identifies the importance of specific demand or brand-building and sales activation activities. Using D&A, Millward Brown also helps marketers understand where to communicate most effectively with their target audience, what messages will be most compelling to that audience, and what activities will secure the sale during the purchasing process.

D&A will be available globally beginning 2006 and can either be used as a standalone tool or coupled with other Millward Brown in-market tracking tools.