The classical idea of a “purchase funnel” no longer holds up to scrutiny thanks to the myriad of micro influences and brand touchpoints that consumers experience, thanks to digital media and technology.

I designed this gargantuan, 19 country study and led the team that delivered it for Carat North America, with the aim of defining the new paths to purchase and identifying how different touchpoints play a role in defining where and what we purchase.

Following completion, it become a major sales and planning tool for Carat and I had the pleasure of presenting it at a number of conferences around the world.