Blog articles by Matthijs Pons

Matthijs Pons

Articles by

Matthijs Pons

Matthijs is an Associate Director at SKIM, with nearly a decade of FMCG, Technology and Services market research experience across EMEA and APAC regions. Matthijs leads the EMEA Consumer Health, helping global companies uncover insights to improve communications, pricing, eCommerce, and innovation strategies. He holds a Master's Degree in Market Research from the Tilburg University in The Netherlands.

A new research approach for more realistic consumer health decision journeys

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.

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