Advertising and Communications firm, Dentsu Aegis Network Ghana, is set to launch a comprehensive research tool that will provide clients with unique, in-depth insight into consumer behaviours and their relationship with the media.
The platform, known as the Consumer Connection System (CCS), is a consumer, lifestyle and product survey that is widely regarded as the most in-depth single source of media, marketing and consumer-targeting data globally.
CCS is Dentsu Aegis Network’s flagship integrated consumer insight, planning and buying suite, designed to feed communication strategy and enhance tactical planning.
Andrew Ackah, Chief Executive Officer (CEO) of Dentsu Aegis Network Ghana said that the research gives a true reflection on how consumers interact with the broad range of media channels presented to them on a daily basis in the country. This, he said, gives marketers, advertising agencies and media owners the opportunity to communicate more effectively with them.
According to Mr Andrew Ackah, CCS does not only provide companies with both global and regional data, it also allows clients the option of including tailor-made questions in surveys to generate client-specific insights. “The CCS research is conducted to provide Dentsu Aegis Network in Ghana, first-hand information about the perception of consumers across the country,” he added.
The survey, which is conducted across more than 60 countries with over 350,000 respondents – that together account for some 90% of global advertising expenditure – has been successfully used by several companies across the globe to drive more effective communication strategies and deliver efficiencies in targeting and budgeting.
CCS marks a step-change in the way consumer research is conducted within the Ghanaian consumer landscape. It allows brands to find out crucial information about their consumers during the consumer journey. The bespoken smart tool addresses the media reach dimension of consumer behaviour and covers the reaction to this reach through an investigation into their notice and engagement experiences with different types of ads, ad formats and categories. It measures the usage, influence & effect of over 80 communication channels.
By William Yaw Owusu