Shopper marketing: Motivations on the path to purchase
Carol FoleyLeo Burnett
A new planning tool enables brands to plot potential points of connection where brand perceptions can be shaped through ideas effectively tailored to their specific contexts.
As brand decision journeys have become more digital and complex, an urgent need has emerged to develop insightful forms of measurement of the path to purchase. But this has presented challenges. How to connect the dots between the plethora of online, offline and non-media-specific behaviours. How to get beyond what people are doing, into why they are doing it – so that...