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.
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.