Mapping the consumer journey

This article discusses the difficulties in mapping the consumer journey and offers guidelines for developing research in this area.

Mapping the consumer journey

Toni KeskinenToinenphd

The Customer Purchase Journey takes shoppers from existing life experiences to initiation, cross-channel consideration and purchase, so marketers need to research and analyse this to understand the specific dynamics to maximise sales.

Market research often takes a future perspective and asks about awareness, top-of-mind preference and shortlist of potential brands. The challenge in researching the future is that people are quite bad at acting according to their own intentions. Habits, convenience and instincts drive behaviour in unexpected directions that are difficult to predict by research.

These studies also often miss a major point....

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