The document outlines a model of the consumer decision journey, which consists of 6 stages: 1) Consider, 2) Evaluate, 3) Buy, 4) Experience, 5) Advocate, 6) Bond. At each stage, consumers are influenced by different factors like brands considered, expectations, experiences with products. The model shows how consumers move through these stages, adding and removing brands based on various touchpoints and triggers. Market research is needed to understand the relative importance of factors like price, communication and customer experience at each decision stage.

1. Consumer Decision
Journey
Dirk Huisman| June 2015

5. What?
Where?
Who?
Where?
What?
Who?
What?
When?When?
An individual passes many touch points
A typical Decision Journey

6. The Consumer Decision Journey Model
6
Consumers consider an initial set
of brands, based on experience,
triggers and exposure to recent
touch points
Customers do not
plan to switch
brands or buy in
the next 6 months
Consumers add or subtract brands
as they evaluate what they want
Consumers
select a brand
Customers build expectations, based on their
experience to inform the next decision journey
Active loyalists (advocate)
Passive loyalists
Stage 3
Buy
Stage 4
Experience
Stage 2
Evaluate
Stage 6
Bond
Stage 1
Consider
Triggers
Stage 5
Advocate
Stage 0
Latent
Touch
points
Touch
points
Source: McKinsey
(modified)

7. Digital Behavioral Fragmented

8. Overall Consideration
Offer
Communication
Customer
Experience
From Detailed to Overall Drivers of Brand Choice
Digital TV F2F PrintOutdoor
Bundle Performance Reliability
Control Respected

9. Overall Consideration
Offer
Communication
Customer
Experience
Latent Evaluate Buy
55% 42% 48%
Latent Evaluate Buy
41% 40% 32%
Latent Evaluate Buy
4% 18% 20.0%
Impact Overall Drivers of Brand Choice per Stage

10. Overall Consideration
Offer
Communication
Customer
Experience
Latent Evaluate Buy
55% 42% 48%
Latent Evaluate Buy
41% 40% 32%
Latent Evaluate Buy
4% 18% 20.0%
Relative Importance of Detailed Drivers and Performance per
driver and per stage
19.5%
22.9%
19.6%
18.9%
16.2%
14.3%
0.0% 20.0% 40.0% 60.0%
Stage 1
Stage 2
Stage 3
Control Respected

11. FUTURE
➢ A string of many standardized fast studies at touchpoints (tat=3days)
➢ Observed and revealed behavior, partly based on flows of
automatically generated data
➢ Holistic view of decision journey
➢ Drill down: different emotions, generations, categories

13. 13