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...

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...

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...

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...