Unraveling the Complexity

Effective communication along the path-to-purchase starts with an understanding of the consumer’s relationship with the category, the brands within the category, and the individual touchpoints.

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Understanding Category Differences

The risk of making the wrong decision is a powerful thing. When a wrong decision could result in significant financial loss or impact personal safety, consumers invest more time and care in the decision-making process. As a result, the average journey length for an auto purchase, for example, is nearly 10 times longer than that of a beauty purchase.

Length of Purchase Journey

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