The Consumer Decision Model’s goal is to identify the most relevant messaging as consumers (or customers) move through their purchase decision.
One version is a highly simplified, three-phased journey:
- THINK what, if anything, is your target consumer thinking about your product or product category?
- FEEL what, if anything, are they currently feeling about your product or product category?
- DO what, if anything, do you want them to do?
Once you understand the relationship your consumer has with your product/product category, it’s time to layer in the key barriers that are preventing them from taking a desired action, the key message(s) that will overcome these barriers, the consumer touch points that will be most effective in delivering your message and what KPIs you will use to measure success.
Northampton Consulting 