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THE ULTIMATE CPG DICTIONARY
Shopper Journey Mapping
A research approach to understand the path consumers take from awareness to purchase, including touchpoints and decision drivers.
How it's Calculated:
Not formula-based; created through surveys, interviews, and behavioral tracking.
Example:
Mapping how a consumer discovers, researches, and purchases a new snack brand across online and in-store channels.
Category:
Shopper & Consumer Research
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