How do we identify the true value of the brand.com, the brands own website in the consumers’ purchase journey?
Consumer Decision Trails: A paradigm shift to the consumer journey in the heavily messed-up journey, as shoppers takes a different trail, changing track at every decision point perspective. We placed every journey in two important contextual scenarios
What was new/different
- Placing the journey or path taken in its context - decision occasion, consumer occasion and the entry-exit scenarios
- Considering the shopper profile - who they are, their emotional need-states, their functional expectations
Why was it actionable
We found the critical junctures and pay-offs associated to the Brand.com in a journey that often ends at buying at a marketplace.
Got published and presented to the external media and customers
Senior Research Manager, Consumer & Market Insights
"Thank you for your efforts in bringing out the insights from this research, it has gained good traction within the internal team and in the media”