What are the paths or journeys consumers are taking, and how do we influence them?
How have the attitudes, behaviors and needs of our category changed?
Consumer experiences have always been important to understand. However, the complexity of decision making and the evolving paths to choosing products put an increased focus on the value of understanding this experience. Understanding how people select brands, their purchase decision drivers, and how they navigate the market along with why they are choosing the consumer experience leads to insights that help brands gain loyalty.
Our approach to understanding the consumer experience focuses on reconstructing their journey and points of influence along the way through narrative Journey Mapping, understanding the first-time usage experiences for New Triers of a product, and digging into attitudes, usage, and the “why” of the experience through a Category A&U.