DecisionBricks
Makes visible where a brand comes to mind along the shopping journey, where it loses ground and where it wins.
The Consumer Purchase Journey: From Mind to Basket
DecisionBricks analyses together the brands a consumer has in mind when setting out to shop, the alternatives encountered along the journey, the points of evaluation and elimination, and the final purchase decision. In doing so it makes visible where the brand comes to mind within the competitive set, where it loses ground and where it wins.
By putting the brand set that shapes the decision, the touchpoints, and the evaluation and elimination processes under the microscope, this model reveals at which stages the brand gains or loses strength against competitors — and clarifies where the growth opportunities lie.
- 1Mind ShareWhich brands were on their mind?
- 2DiscoveryWhich brands did they encounter?
- 3EvaluationWhich ones did they consider?
- 4BarriersWhich ones did they rule out, and why?
- 5Basket ShareWhich one did they choose?
- 6DecisionWhy did they choose it?
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