Despite theoretical models the customer decision journey still represents a black box for manufacturers and retailers. Consumer panel data and sales figures provide information on who is buying and how much is sold. However, the shopper experience and especially the reason behind it is not available. While continuously working with our customers and industry partners we figured out that shopper marketing success depends on 2 important dimensions: marketing mix execution and shopper perception. Both categories are covered within our research designs.
Are marketing measures executed acccording to your plan?
How do real shoppers perceive those marketing activities along the customer decision journey?