We can’t always say why we do what we do—usually because we don’t really know. We just make fast, instinctive decisions based on emotion. Consumer behavior is messy, but it is possible to figure out what motivates people before they buy, when they buy, and after they buy. How? By capturing the physical and emotional engagement people have with a brand.
We are not just acquirers of things. We are people, and we want to be seen as people. Escalent works with you to discover who people are and what drives consumer decisions at the most fundamental levels. We use layered consumer insights to define a journey, tapping into the online and offline triggers that move people from thought to action, as well as fast and slow thinking that includes the locating, exploring and dreaming in which a person engages.
Our consumer journey framework translates this deep understanding into why and how people choose, buy, and rebuy their favorite brands. It’s a proven strategy that has made many of our clients’ brands a hard habit to break.
The consumer journey is a complex decision ecosystem. Our approach dives into consumers’ mindsets, pre-shop behaviors, touchpoints and experiences while shopping, and post-shop behaviors. The process behind our approach includes:
Every journey is different, but the combinations aren’t infinite. It’s all about analyzing touchpoints, triggers, considerations, and decisions to identify the optimal number of consumer behavior patterns you can program against.
Ask about our strategic consumer journey research and consulting.
15 critical energy market research takeaways from Cogent's utility customer experience webinar
Escalent brings a number of plusses to the research-design process, including our expertise, but also our ability to be true partners to our clients.
Regulated utilities should care about their brand perceptions for five key business benefits of having a strong brand.
Among business customers, utilities now tie with other premier business service providers, such Google and Amazon, for having the most engaged relationships.
The utility industry’s focus on its customers, communities and the environment throughout the pandemic has elevated its customer engagement, a critical factor in growing company value and influencing energy customer behaviors.
This year, there is a staggering 130-point gap in Net Promoter Scores (NPS) between the highest- and lowest-scoring Texas retail electric providers (REPs).