Research from Newsworks in the UK provides valuable insight into the complex world of consumer journeys.
They found there are different types of consumer journey, different stages on the journey and different roles of media channels along the path to purchase.
Consumer journeys can be likened to a pinball machine – there is a trigger that causes people to enter the decision-making process, but once in, they bounce from one touchpoint to another, often moving backwards as well as forwards, before eventually making a decision
See the key findings here
Source: Newsworks’ Consumer Journey research, http://www.newsworks.org.uk/Topics-themes/83770