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Mumbai: Aug. 5

Starcom MediaVest Group has announced a new measure of marketing accountability – Intent. Based on a large, unique and first ever global exercise to understand Intent, how it influences behaviour and how it is itself influenced by brand interactions, the Starcom network has rolled out a new proprietary and ongoing research product IntenTrack in India. This continuous weekly track that identifies consumer intent actions that drive brand sales is the culmination of 29 months of design, fieldwork and analysis that has tracked consumer response to over 200 brands across 30 product categories in 28 countries and still growing in scale.

— Our Bureau

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