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Methodology STEP 1: In a first stage, a quantitative survey will help reveal, for a particular market segment, the level of involvement and the level of importance of every person involved in the decision making process of purchase or loyalty towards a company, its products or its services. In the example below, which is a synthesis of the decision making process in market sector x, the purchasing manager is involved in the decision making process in 37,1% of the cases, with an average importance of 8,8 on a scale of 1 to 10. The general manager is, for his part, involved in the decision-making process in 15,8% of the cases, but when he is involved, his importance is maximal (8,86/10). Besides a global view of the decision making process, which allows the company to take the adequate decisions to appropriately define the relevant target audiences, the RIC process helps constitute a highly qualified database containing, for all target companies, all individual data necessary for a precise targeting of communication actions.
Learn more about: What is RIC? Benefits Methodology Founders Would you like the RIC model applied to your company? |
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The RIC Guide |
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The guide to return on integrated communication is a short publication which presents how to measure, manage and maximise the effectiveness of communication... |
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