Welcome Our work Our team
Welcome How we do it? Our team
Welcome Our work Our way Our team Social news
Insight that inspires action

 

 

Customer Journeys at Basis

Shopper Insight: Unraveling the Complexities of
Customer Journeys

 

In a complex world undergoing rapid change, understanding shopper journeys is more crucial than ever before. But with a myriad of influences, touchpoints, and conscious and subconscious influences on decision-making, the process can feel overwhelming.

At Basis, we address this complexity by integrating multiple perspectives – moving beyond the surface of consumer responses to derive deeper, more meaningful insights.

 
 

Shopper Journey Research Can Help You:

  • Identify what truly drives consumer decision-making

  • Optimize your strategy for your target audience

  • Adapt to evolving purchasing behaviors

  • Facilitate better channel investment decisions by pinpointing what will sustain your target audience's attention

We've devised a comprehensive framework to investigate customer journeys, understand the subtleties of these journeys, and provide actionable guidance. Our integrated approach comprises:

  • Harnessing the power of Big Data and AI

  • Engaging with experts in the field

  • Capturing the thoughts and feelings of consumers

 
red.png
 

Our Three-Part Framework to Generating Shopper Insight

 

1.

Big Data & AI

All our solutions are entirely bespoke, but we find shopper insight research is often enhanced by including one or more of the following:

  • An initial landscaping exercise to understand category customer experiences and key topics related to their journey online (social, search & e-commerce)

  • Evaluation of overall brand performance and opportunities (within a retail environment) based on consumer sentiment

  • Benchmarking against your brand or category to identify recommendations for improving customer experiences

  • Using AI-enabled big data to understand the customer journey and experience across online and offline touchpoints and contrasting it against category benchmarks.


2.

Capturing the Consumer Perspective

By blending qualitative and quantitative primary research, we can get to a more intimate understanding of consumer journeys. This may involve:

  • Using mobile devices to allow consumers to document their journey, from purchase triggers to initial research and discovery (and all the touchpoints they use along the way) with follow-up conversations to explore inflection points.

  • Conducting consumer surveys to gather insights on category purchases and preferences.

  • Eye-tracking for more granular, specific insights into what’s grabbing consumers’ attention and where they are drawn.

This multi-perspective approach to shopper journey research offers insights into:

  • Consumers' attitudes during the journey and influencing factors

  • The journeys in which your brands excel or need reinforcement

  • Meeting tensions between consumers and retailers head-on to establish a win-win scenario

3.

Engage with Experts

Engaging retailers and industry experts leads to a well-rounded assessment of optimization solutions and practical suggestions for securing internal buy-in. Aided by our flexible recruitment capabilities and qualitative expertise, we dive deep into expert viewpoints and then build these insights back into findings from our AI and consumer analysis.

These shopper insights are encapsulated in our clear, impactful, and visually appealing recommendations, tailored to the different teams within your organization.

If this is all igniting your curiosity, please complete the form below. Our expert team is eager to collaborate and help you truly optimize your consumer shopping journeys.