Blog articles by Jessica Rainalter

Articles by

Jessica Rainalter

Jessica is an Associate Director at SKIM, located in the Berlin office, with more than a decade of market research, marketing and analytics experience - on the client, agency and consulting side. She currently partners with DACH clients in in the OTC/Health, FMCG and retail industries helping them to tackle shopper, innovation, brand, and pricing challenges. She holds an undergraduate degree from the Free University of Bolzano and an Executive MBA from Quantic School of Business & Technology.

A new research approach for more realistic consumer health decision journeys

By Jessica Rainalter and Matthijs Pons on January 28, 2022

Why consumer health brands need a more advanced analytics approach to decision journey research

The consumer health shopper journey is a particularly complex one. As with traditional FMCG products, the shopper journey for consumer health products is a labyrinth of channels and touchpoints. It’s never a linear decision-making process.

However, as a consumer health marketer, you face additional challenges when trying to untangle messy decision journeys: understanding the unique role of healthcare providers and their influence on the path to purchase.