What Is Customer Journey Mapping?
Customer journey mapping is the process of researching and visually documenting every step a customer takes from the moment a need is triggered to the point of purchase, usage, repurchase, and recommendation.
It helps answer questions such as:
What starts the shopping journey?
How do c…
Brand Switching at Retail Stores – and 1 Insight You Need to be The Brand Leader
Every CPG brand manager knows that brand switching happens – when shoppers intend to purchase one brand coming into the store and walk out with another brand. And most brand managers think they know, but aren’t really sure where, how and why the switching occurs.
Gold Research worked with a global CPG cl…
Brand Switching at Retail Stores – and What You Need to be The Brand Leader
Every CPG brand manager worries about brand switching. Brand managers make investments to build awareness, trial, purchase intent – only to lose the sale because the shopper switched along the way. And most brand managers think they know why, but really don’t.
Thousands of research efforts have been laun…
Turn your Path-to-Purchase Research into a Profit Machine with this Key Insight!
Most companies deploy path-to-purchase research by holding focus groups and surveys to capture customer sentiment and improvement ideas. These efforts are all necessary, but in most cases, struggle to show an ROI to senior management.
Gold Research worked with a national B2C company that was interested i…
B2C Retail: The In-Store Shopping Journey
This journey map follows Maria, a 28-year-old shopper who prefers the in-store experience to find an outfit for an upcoming wedding. This journey is defined by physical touchpoints and real-time decisions, and the map reveals opportunities to create a more personalized and positive environment.
1. Awaren…
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