The Integer Group has an interesting take on consumers' buying decision cycle, made famous by McKinsey's
Consumer Decision Journey. In their
Shopper Continuum framework, Integer already makes the connection with social networks and social media:
The shopping process has changed dramatically in the last decade. Our sources of product and
brand information have multiplied exponentially. We trust the opinions of complete strangers,
shop online with our social network, and even become “fans” of brands. We watch commercials
on YouTube, then skip over them with TiVo and satellite radio. We read reviews on Amazon,
then go and play with the products in-store, check in on FourSquare, take a vote of Facebook
friends, buy them with our mobile phones, and then Tweet about our experiences with our
friends.
The Integer Group developed The Shopper Continuum framework "to identify the questions we need to ask about our shoppers, how we go about getting those
answers (the data), and then what we do to improve our strategy (the analytics)." They've used it, for example, in their Checkout issue (
.pdf) on Coupons and their impact on buying decisions.
The Integer Group has an interesting take on consumers' buying decision cycle, made famous by McKinsey's Consumer Decision Journey. In their Shopper Continuum framework, Integer already makes the connection with social networks and social media:
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