Blog articles by Michael Hetherington

Michael Hetherington

Articles by

Michael Hetherington

Michael is the APAC Director, based in Singapore. His global outlook has driven him to lead insights teams and be a trusted partner to clients in Europe, America, and Asia. While currently leading SKIM in APAC, Michael is also focused on applying cutting edge advanced analytics to deliver actionable insights across various complex business challenges. His experience covers consumer packaged goods, consumer health, technology, financial services, and telecommunications.

6 steps to identify and untangle today’s consumer decision journeys

6 steps to identify and untangle today’s consumer decision journeys

By Mike Mabey, Laurie Gaby and Michael Hetherington on April 12, 2021

Uncovering more accurate and actionable consumer decision journeys

Nearly all consumer decision journeys have shifted over the past year – new journeys have emerged, while others have been reshaped.

You may be wondering how to best drive consideration and purchase of your brand. For many of our clients, the answer lies in untangling the messy omnichannel decision journey.

With an abundance of online and offline triggers, touchpoints, transitions, and interactions, that means an equal number of paths-to-purchases for consumers. How can you gain clarity here and take action to influence their decisions?

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