How to Identify Revenue Leakage in the Customer Journey

Most companies know when revenue is under pressure. What they often do not know is where the revenue is actually leaking inside the customer journey. That distinction matters. A CPG brand may assume the issue is price. A retailer may assume the issue is traffic. A restaurant may assume the issue is va…

How Can Customer Journey Mapping Fix Pricing?

Is Pricing Perception Hurting Purchase Decisions—and How Can Customer Journey Mapping Fix It? If you’ve had to make pricing decisions over the last few years, you’re not alone in feeling a bit uneasy about it. The 2020 – 2023 stretch created a perfect storm—supply chain issues, rising costs, inflation…

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…

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