Consumer Decision Journey

The challenge was to help a brand understand their consumer’s decision journey from the decision to use the category, determining where to shop and what to buy. An extra challenge was conducting the study during a global pandemic! A multi-phased approach was undertaken - virtual interviews, online shopping, store observation & visits and an online board assignment. The virtual design and use of video immersed the stakeholders in the findings. The results from this study will inform the marketing, sales and retail experience.