Purchase Funnel = OUT. Consumer Decision Journey = IN. This is one reason why shopper marketing has become so complex. Consumers now anxiously embark on an open-ended purchase path, adding and dropping brands, caught in a loop and compelled to continue researching alternatives

What Do Consumers Really Want? Simplicity blogs.hbr.org

This post is the first in a three-part series You're probably familiar with the purchase funnel, invented in 1898 by the colorfully named St. Elmo Lewis: he proposed that consumers go from awareness to interest to desire to...

• strategy