NAIROBI, Kenya, Jul 24 – Media and Communications firm, Dentsu Aegis Network Kenya, is set to launch a comprehensive research tool that will provide clients with unique, in-depth insight into consumer behaviour and their relationship with media.
The platform, known as the Consumer Connection System (CCS), is a consumer, lifestyle and product survey.
CCS is Dentsu Aegis Network’s proprietary integrated consumer insight, planning and buying suite, designed to feed communication strategy, and enhance tactical planning.
Researchers engaged with 3,700 Kenyan respondents across the urban population, LSM 4+, aged 18 + to extract their daily interaction across 80+ Media touch points.
CCS has been rolled out in South Africa, Nigeria and Ghana, and has been successfully used by several clients across these regions to drive more effective communication strategies and deliver efficiencies in targeting and budgeting.
“Having a tool like CCS in Kenya will put Dentsu Aegis Kenya streets ahead of their peers in the market. Not only is it now the most sophisticated media communications planning tool in Kenya, but it has inherently future-proofed Dentsu Aegis against any changes in the media research landscape for some time to come,” Byron John, Insights & Innovation Director Dentsu Aegis Network SSA said.
The CCS Planner has the ability to calibrate, not only the CCS Benchmark data but any other third party media data.
CCS also addresses the media reach dimension of consumer behaviour, and also 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 and effect on the consumer.