Exact(4)
One of McKinsey's clients, a global consumer electronics company, embarked on a CDJ analysis after research revealed that although consumers were highly familiar with the brand, they tended to drop it from their consideration set as they got closer to purchase.
"Research told us the average visitor hadn't been back in seven years," he adds, so the ads will try to tap into "some latent equity" in those former guests and remind them "they should put us back in their consideration set".
This process exposes consumers to brands they might not have previously considered, expanding their consideration set at exactly the point where, according to the traditional funnel, it should narrow.
However, the reality is that not every kid is qualified to go to the top schools, and parents need to widen their consideration set.
Similar(56)
I will also discuss some experimental work that shows that design features can trigger consumers to include sustainable products in their consideration sets.
The upside for Best Buy is that while Amazon clearly has a captive audience among the lucrative under-35 segment, the big box has remained a relevant part of their consideration sets.
Typically, opportunity sets are too large to be examined, so people limit their size to a consideration set.
I should re-sort my consideration set".
Is, say, Rolls Royce, in the same consideration set as Facebook and Google for young tech employees?
To change the ratio, recruiters have a responsibility to put forward a gender diverse consideration set for every role.
"They've got everything, everything cheap," he added, "but if you move up the ladder, they're not in your consideration set".
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Justyna Jupowicz-Kozak
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