Consumer Decision Journey

Dirk Huisman| June 2015

What?

Where?

Who?

Where?

What?

Who?

What?

When?When?

An individual passes many touch points

A typical Decision Journey

The Consumer Decision Journey Model

6

Consumers consider an initial set

of brands, based on experience,

triggers and exposure to recent

touch points

Customers do not

plan to switch

brands or buy in

the next 6 months

Consumers add or subtract brands

as they evaluate what they want

Consumers

select a brand

Customers build expectations, based on their

experience to inform the next decision journey

Active loyalists (advocate)

Passive loyalists

Stage 3

Buy

Stage 4

Experience

Stage 2

Evaluate

Stage 6

Bond

Stage 1

Consider

Triggers

Stage 5

Advocate

Stage 0

Latent

Touch

points

Touch

points

Source: McKinsey

(modified)

Digital Behavioral Fragmented

Our 4-Step Decision Journey Mapping Process per Stage

8

1 Choose all your shopping

activities (touchpoints)

Visit brand name store

Visit brand name website

Talk to friends & family

Read reviews & blogs

Facebook, twitter

Visit Amazon

Watch ads

Visit competitor store

Visit big box stores

Read articles

Brand

website

Amazon

Talk to

Friends

& family Big box

stores

Talk to

Friends

& family

Amazon

Social

mediaWatch TV

ads

2 Place touchpoints on timeline (sequence and frequency of actions)

Tipping point3 Set tipping point 4 Ask open-ends

Overall Consideration

Offer

CommunicationCustomer

Experience

From Detailed to Overall Drivers of Brand Choice

Digital TV F2F PrintOutdoor

Bundle Performance Reliability

Control Respected

Overall Consideration

Offer

CommunicationCustomer

Experience

Latent Evaluate Buy

55% 42% 48%

Latent Evaluate Buy

41% 40% 32%

Latent Evaluate Buy

4% 18% 20.0%

Impact Overall Drivers of Brand Choice per Stage

Overall Consideration

Offer

CommunicationCustomer

Experience

Latent Evaluate Buy

55% 42% 48%

Latent Evaluate Buy

41% 40% 32%

Latent Evaluate Buy

4% 18% 20.0%

Relative Importance of Detailed Drivers and Performance per driver and per stage

19.5%

22.9%

19.6%

18.9%

16.2%

14.3%

0.0% 20.0% 40.0% 60.0%

Stage 1

Stage 2

Stage 3

Control Respected

FUTURE

A string of many standardized fast studies at touchpoints (tat=3days)

Observed and revealed behavior, partly based on flows of

automatically generated data

Holistic view of decision journey

Drill down: different emotions, generations, categories

14