Shopper Journey

Identify the most influential touch points to keep your brand in consideration while pushing your competition out.

This means quantifying touch point influence on brands considered and on the key drivers of consideration, including those driving the final decision.

The key is to measure at each distinct stage.

Passive
Consideration

Understand shopper brand perceptions before they acknowledge the need to purchase.

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Active
Consideration

Analyze the touchpoints that influence shopper consideration sets, both in planning and while actually shopping.

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Moment of
Truth

Dissect the purchase decision and understand the environment’s impact on the final choice.

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Passive
Consideration

People not actively shopping a category are still passively maintaining and updating a brand consideration set.

This Passive Consideration encompasses current beliefs and emotions towards brands, as well as first- and second-hand experiences.

Using Advanced Text Analytics that accounts for the linguistic context within the verbatims, we discover the underlying themes and connect them to closed-ended data in a structural Bayesian Analysis, uncovering how the dominant themes link to key drivers of Consideration.

These findings yield powerful information about the “starting point” for each brand in the Journey. The more favorably your brand is viewed before Active Consideration, the better its chance at ultimately being purchased.

For further information on how to most effectively drive predisposition for your brand emotionally and rationally, see our approach to Brand Strategy.

Active
Consideration

Once someone acknowledges the need to make a purchase, they enter the Active Consideration phase where they begin to expand or refine their consideration set.

Every touchpoint that the Shopper encounters has the potential to influence their consideration set, and understanding how and why those touchpoints are effective is critical to ensuring your brand remains top-of-mind.

Using a similar process to the Passive Consideration stage, open- and closed-ended questioning uncovers the impact of touchpoints, including what, where, how and why shoppers make decisions before the Moment of Truth.

Our focus on the sequence of touchpoints in this Active Consideration stage provides not only the Path to Purchase, but also identifies which touchpoints are most likely to affect a Shopper’s mindset and goals.

Moment of
Truth

The purchase decision, whether it be online or in-store, is the final step in the Journey.

The touchpoints encountered in the shopping environment are the final points of contact with the Shopper and the last chance to influence their decision.

The touchpoints in the shopping environment are very different than those commonly encountered during Active Consideration, and learning how different types of Shoppers are influenced by the environment is essential to understanding how to persuade them.

Our approach includes segmenting Shoppers based on their behavior while shopping and using short closed-ended questions along with multimedia responses (voice, video, and pictures), which are analyzed with a combination of Advanced Text Analytics and Bayesian Analysis.

This analysis brings to light which stimuli have the greatest impact among different types of Shoppers and why. Further, we retroactively match the Moment of Truth behavior to each individual’s Active Consideration behavior to reveal any early indicators of how receptive a Shopper will be in the environment, allowing you to use earlier touchpoints to their greatest impact on the final purchase decision.

For further information on how to optimize the environment to influence shoppers, see our approach to Shopper Insights.

Contact Us

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Or if you prefer, call us at (843) 329-0163.