Module Overview

  • 1

    Welcome & Overview

    • Shopper Path to Purchase

    • Katayama Hideki Message

    • Year Long Program

    • Insight Driven Value Training Series

    • A new module each month
  • 2

    What is the Path to Purchase?

    • Recap on the Customer Journey

    • Exploring Active Evaluation in more detail

    • The Purchase Decision

    • Touchpoints

    • Drivers of the Purchase Decision

    • First Time Shoppers

    • Replacement Shoppers

    • Impulse Purchases

    • Gift Purchases

    • Exercise - The Path to Purchase
  • 3

    Using Insights to build a better Marketing & Activation Plan

    • Introduction

    • Intuition is not enough

    • Surveys to understand real Shopping behaviour

    • Aggregating many Shoppers

    • Targeting Specific Shopper segments

    • Building an Insight led Marketing plan

    • Building Retailer partnerships
  • 4

    Shopper Research to address specific Business issues

    • Introduction

    • Lumix Case Study

    • What were the Business Questions?

    • Targeted Research to answer

    • What was Learned?

    • Key Insights Gathered

    • Insight led solution

    • Summary

    • Exercise - Uses for the Path to Purchase
  • 5

    Summary

    • Insights Understand Why

    • Summary & Link to Research Library

    • Assignment - Take Action

    • Next Module

    • Provide Your Feedback