Market and Consumer Understanding

Consumers have a vast number of touch points with their favorite brands.  For example, a typical purchase journey for a product or service will involve a combination of online and offline brand interactions.  In addition, consumers are becoming increasingly savvy at integrating the benefits of digital services with traditional channels.

GfK DMI’s PurchaseJourney.dx provides brands with a 360 degree understanding of consumers’ purchase journeys.  This research solution explains consumer expectations, motivations and attitudes by identifying the behavior of a target audience as it progresses through Purchase Journey (1-2 questions pop up at certain consumer touch points).  By combining passive behavioral tracking and actual observed/online data with attitudes about your brand, GfK’s DMI Team helps you to:

• Uncover the end-to-end purchase journey for your product, service or brand
• Identify influential brand touch points
• Optimize marketing communication decisions of all types, including media placement
• Identify key category, complementary and competing websites/ sources
• Optimize customer conversion and retention

GfK’s PurchaseJourney.dx delivers all of the above with the competitive context in mind.