Forget The Journey. Find The Moments That Matter.

Customer Journey and Path-to-Purchase studies have become a staple of modern marketing. They offer an intuitive way to understand how consumers move from awareness to consideration, purchase, and beyond. Often, the findings are visualised as a journey map or funnel: a sequence of touchpoints arranged in neat order, suggesting a structured progression from one stage to the next.

The appeal is obvious. These frameworks are easy to understand, easy to communicate, and visually compelling. The problem is that they can also be misleading.

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