04-11-2026
By: Bob KoigiChannel: news
Tags: Media
New Zealand
Nielsen
Retail
Nielsen launches new consumer insights tool
The offering aims to help advertisers, agencies and media owners understand the factors that influence consumer choices and how communications contribute to decisions.
Nielsen has launched CMI Journey in New Zealand, a path-to-purchase research solution that examines how consumers make purchasing decisions across 30 categories and more than 50 media touchpoints.
Building on Nielsen’s Consumer & Media Insights (CMI) research, CMI Journey extends traditional audience profiling by examining what motivates consumers, how they evaluate options, where barriers arise and which media channels influence their decisions before, during and after a purchase.
The research connects category perceptions, purchase triggers, evaluation criteria, conversion drivers and post-purchase advocacy in one evidence base. It draws on a research sample of New Zealand consumers and covers paid, earned and owned media.
Nielsen connects consumer insights with purchase decisions
Lucas Carreras, Executive Commercial Director, Pacific, Nielsen: “CMI Journey represents an important evolution in how the advertising industry can connect audience intelligence with commercial outcomes.
“Knowing who your customers are is only part of the picture. The real opportunity lies in understanding what drives their decisions, the moments that influence their choices and the role media plays along the way.
“CMI Journey brings these insights together in a way that gives advertisers, agencies and media owners a much deeper understanding of the path to purchase. By connecting consumer motivations, behaviours and media engagement across 30 categories, we’re helping the industry move beyond audience reach to understand the moments that matter in influencing consumer decisions.”
The solution examines five phases of consumer decision-making: existing category experiences and brand perceptions; the needs and triggers that prompt consideration; research and evaluation of options; factors that convert consideration into a purchase; and post-purchase satisfaction, loyalty and advocacy.
Research tracks more than 50 media touchpoints
Across these phases, CMI Journey covers more than 50 media touchpoints, including television, radio, streaming, online video, search, social media, out-of-home advertising, retail environments, recommendations and word of mouth.
The research aims to show how channels contribute at different points in the consumer journey, from building awareness and inspiring consideration to establishing trust, influencing selection and supporting conversion.
For media owners, the findings offer evidence of where and how their channels influence decisions across categories. This can help them demonstrate the value of their media beyond audience size and reach, and support more evidence-based discussions with advertisers.
CMI Journey supports advertisers and agencies
Advertisers can use category-specific insights to understand the motivations, triggers, evaluation criteria and barriers that shape purchasing behaviour. Identifying where consumers progress, hesitate or abandon their journey can help brands refine communications, address customer experience gaps and support conversion and loyalty.
For agencies, the research provides a shared evidence base for strategic planning, client briefs, channel selection and campaign development. The category insights and planning frameworks are also intended to support pitch teams in developing evidence-based proposals and client presentations.
Helene Maurer, Commercial Director, NZ, Nielsen: “CMI Journey addresses a critical challenge facing New Zealand’s advertising and media industry.
“Every category has its own path to purchase, and consumers don’t make decisions in a straight line. Someone choosing an insurance provider will have very different motivations, information needs and media interactions compared with someone buying a car, planning a holiday or choosing where to eat.
“CMI Journey gives us the ability to understand those differences in much greater detail. For media owners, it’s about demonstrating where their channels genuinely influence decisions. For advertisers, it’s about identifying the triggers and barriers that shape purchasing behaviour. And for agencies, it’s about turning those insights into sharper strategies, stronger briefs and more persuasive pitches.
“Ultimately, this is about giving the New Zealand market a much clearer understanding of how consumers make decisions, and how communications can play a meaningful role at every stage.”
Nielsen adds path-to-purchase insights to CMI
CMI Journey builds on Nielsen’s established CMI research, which provides information about consumers’ demographics, lifestyles, attitudes, behaviours and media consumption. The new solution adds category-level insights into purchasing decisions and the media interactions that influence them.
Together, the two offerings provide advertisers, agencies and media owners with a connected basis for audience understanding, communication strategy and media planning.
CMI Journey insights will be available through Nielsen’s Clear Decisions platform.
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