Once the assessment is complete, a workshop is held -- ideally among cross-functional partners (e.g., Sales, Marketing, Insights, etc.) -- where opportunities are discussed and prioritized. The objective of the Alignment is to select 3-5 behavioral gaps representing the greatest conversion opportunities.
The objective of the Assessment is to identify key inflection points in the consumers' Path to Experience where category and brand decisions are made and/or when conversion occurs (or not!). These may be limited to a few critical moments, as in the case of categories with shorter purchase cycles (e.g., FMCG), or several that span a longer timeframe (e.g., durables).
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