Once upon a time, there were fewer purchase journeys than there are today. Without question, the traditional ‘purchase funnel’ assumed that all purchase experiences were the same. But today, we know that that couldn’t be further from the truth.
Consumers today swing between extremes — from automated, barrier-free purchases in a ‘subscribe and save’ model to involved, highly customized purchase experiences. Purchase behavior varies drastically from one category to the next.
As technology continues to change the way we shop, we are going to find more unique paths to purchase decisions.
Researchers need to first understand which journey their client’s customers are on, and then create strategies to best to uncover insights that will affect growth and improve business.