In marketing, especially now when relationships with consumers are built on the basis of the entire purchasing funnel in a coherent and linked way, it is key to detect what phase of the funnel the consumer is in with the brand.

A brand’s ultimate goal is always for the consumer to buy. But why does the consumer not do it? Is it because he does not know me? Does he know me but not prefer me? And if he does it, does he buy again and recommend me?

This is key because the strategy to work on awareness (TV) is different than the one to work on consideration (product test), preference (working with advocates) or purchase (promotions).