Insights for activating the purchasing journey
As technology develops at what feels an ever-increasing rate, so too has the purchasing journey. What was once a linear path from awareness to consideration to purchase is now a spider’s web of connections, touchpoints, and channels. This complexity has made it difficult for brands to form a coherent narrative and strategy, resulting in greater overload and confusion for both consumers and B2B buyers.
While journeys will continue to evolve alongside technological developments, one constant remains in the shopper equation – the shopper themselves. By placing focus on the human at the center, and how they are hard-wired to make decisions, you can develop both overarching strategies and on-the-ground tactics that have been scientifically proven to influence and change behavior across touchpoints and channels. And because it is human-focused, the internal forces impacting decision making are true across categories, sectors, and industries and are equally true for B2C as well as B2B purchasing.
Listen in as Ipsos’ Jesse Itzkowitz, Chief Behavioral Scientist, and Brendan Light, Head of Shopper Insights, share insights and techniques for researching, developing, and implementing a human-first, science-based strategy for activating the purchasing journey.
