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, largely via digital media and technology.

I designed this gargantuan, 19 country study and led the team that delivered it for Carat, with the aim of defining the new paths to purchase and 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 industry conferences, including the IAB and Cannes Lions.