Creating Agile and Adaptive Shopper Journey Strategies

In this article, we explore how behavioral science frameworks can be used to improve understanding around the digital consumer experience while revising in-market strategies.

The author(s)

  • Greg Gwiasda, Ph.D. Vice President and Behavioral Scientist, NA, Behavioral Science Center
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Quirk’s Media, April 8, 2019 - Market researchers and brands want to better understand the digital consumer experience. We are faced with a slew of new questions: How to optimize digital communications? How do we personalize our messages? How do we win omnichannel? We have generated a proliferation of new tools to answer these questions. Machine learning, biometrics, artificial intelligence, text analytics and passive measurement are now essential options for learning and testing. While we strive to identify and understand what is next, we often end up creating solutions that solve for what people are doing today. Or worse, what they were doing yesterday. How many brands are focused exclusively on their e-commerce strategy in 2019 when they want to focus on a larger omnichannel approach? And do we really know what we should be doing in 2021?

For answers to these questions, please read the full article published in Quirk’s.

The author(s)

  • Greg Gwiasda, Ph.D. Vice President and Behavioral Scientist, NA, Behavioral Science Center

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