Pathfinder

Pathfinder helps optimise the consumer decision journey and simplify touchpoint management.

OUR METHOD IN A NUTSHELL.

The path-to-purchase for many categories and consumers can be complex, with many loops, interruptions, multiple-phases, switching from online to offline and back. It’s seldom really linear; decisions can happen spontaneously or be deferred indefinitely – and the “decision journey” doesn’t stop at the moment of purchase, the experiential phase is equally important.

Pathfinder aims to simplify and make it clear what actions need taking urgently – outputs are delivered in days rather than weeks. It captures the most salient moments in a journey, good and bad, before and after purchase, involving a simple but effective mix of digital research and playful stakeholder workshops. The outputs show clearly the areas – touchpoints – to focus on, and how to fix the ones that aren’t working.

HOW DOES IT WORK?

In three stages: beginning with mobile ethnographies to capture all relevant touchpoints and emotions, positive and negative, including auto-pilot moments. Photos and videos of in-the-moment situations are uploaded, at home, on the journey, in the store, at the cash desk and beyond….

A segmentation session follows to provide clarity and structure for the ensuing workshop with strong gamification aspects to create maps, identifying and resolving the major pain points with key touchpoints. It’s a highly engaging session – clients are very much involved.

WHY IS IT RELEVANT FOR YOU?

Pathfinder is refreshingly actionable – and surprisingly linear. Outputs include concrete suggestions on touchpoints per channel that are key to moving a consumer closer to becoming a buying and loyal shopper.

It also delivers a mass of vivid, authentic insights into the real-life context of shopping moments, the good and the bad. Potentially wooden segment descriptions or personas are brought to life.

Interested? Get in touch!