PRS IN VIVO Expands OmniPath Behavior Analysis

Shopper insights agency PRS IN VIVO has enhanced its path-to-purchase measurement tool OmniPath, with enhanced single source data, social media listening and staged qualitative behavioral analysis, tracking the same consumers in context to influence their shopping behavior.

Launched by BVA Group subsidiary PRS IN VIVO last September, the OmniPath solution is based on the firm's behavioral framework helping marketers identify the opportunities for driving brand success online and in the physical store. According to the company, by understanding the main digital and instore consumer touchpoints, marketers can apply behavioral design to develop the most effective shopper marketing strategies to drive revenue across all channels.

Ruben Nazario (pictured), Innovation Director and Project Lead on the OmniPath solution, says the enhancements provide more capacity to work consultatively alongside clients, using technologies which combined provide a 'holistic' view of consumers throughout their shopper journeys. He comments: 'We have added significantly to the functionality of our initial service, in the passive tracking of Internet activity, pre and post shopping analysis to provide a truly 360 view of the consumer behavior, and techniques to add qualitative 'rich data' to validate the shopper insights we are uncovering'.

Web site: www.prs-invivo.com .