Milestone map
Milestone map
3 milestones
Define a Consumer Decision Problem and Map the Decision Journey
2–3 weeks
Select a real consumer product or service category and map the consumer decision journey (awareness → consideration → evaluation → purchase → post-purchase). Identify the key decision criteria at each stage, the psychological drivers (cognitive biases, motivational factors, social influences), and the touchpoints that shape the journey.
Proof required
Submit: (a) a consumer decision journey map for the chosen product/service category showing stages, decision criteria, psychological drivers at each stage, and key touchpoints, and (b) a 500-word explanation of your evidence sources for the journey map — at least three must be empirical (consumer surveys, published research, user reviews, or focus group findings) rather than theoretical.
What gets checked
- Decision journey map is specific to the chosen category — not a generic template
- Psychological drivers are specific — 'social proof' is named but the specific mechanism (e.g., expert endorsement vs peer reviews) is explained
- At least three empirical sources are cited
Common mistakes
- Journey map based entirely on theory without empirical grounding in how this specific consumer segment actually behaves
- Category scope too broad — 'clothing' is not tractable; 'premium activewear among 25–35 urban women' is
Resources
What a verifier looks for
- Challenge one of the psychological driver assessments: 'You identified loss aversion as a driver at the evaluation stage — what evidence from this specific category supports that, rather than general behavioural economics theory?'
Analyse Segment Differences and Produce Consumer Behaviour Report
3–4 weeks
Identify two to three distinct consumer segments within your chosen category. Analyse how decision behaviour differs across segments — different decision criteria weightings, different psychological drivers, different touchpoints. Produce a consumer behaviour analysis report with strategic implications for marketing and product decisions.
Proof required
Submit a consumer behaviour analysis (minimum 2,000 words) covering: (a) segment profiles for two or three distinct segments with evidence for the segmentation basis, (b) decision behaviour comparison showing how key criteria and drivers differ across segments, (c) touchpoint analysis identifying the highest-influence touchpoints per segment, and (d) strategic implications — at least two actionable recommendations grounded in the analysis.
What gets checked
- Segmentation basis is grounded in evidence — not assumed
- Decision behaviour comparison is specific — 'Segment A weights price 2× higher than Segment B based on X evidence' not 'price-sensitive segment'
- Strategic recommendations are specific enough to guide a product or marketing decision
Common mistakes
- Segments described by demographics alone without behavioural evidence
- Strategic recommendations are generic best practices rather than specific to the analysis findings
What a verifier looks for
- Challenge the segmentation: 'Your price-sensitive segment and quality-seeking segment — is there evidence that these are actually distinct consumer groups, or is the same consumer exhibiting different behaviour in different purchase contexts?'
Present Analysis to a Marketing or Consumer Research Professional
1 week
Present the consumer behaviour analysis to a marketing professional (brand manager, consumer researcher, or marketing academic) who will challenge at least two of your segment characterisations or behavioural driver assessments.
Proof required
Submit: (a) Q&A log from the review session (minimum 250 words with at least two challenges and your responses), and (b) attendance record with reviewer name and credentials.
What gets checked
- Reviewer has marketing or consumer research expertise
- Q&A log shows challenges to segment characterisations or evidence interpretations
- Your responses engage with the challenge rather than just restating the original analysis
Common mistakes
- Review session with someone who lacks consumer research expertise
- Responses to challenges are defensive rather than analytical
What a verifier looks for
- Challenge the most central finding: 'You found that review volume matters more than review sentiment for this category — that's counter-intuitive. Walk me through the evidence and the alternative explanations you considered.'
- Provide written confirmation (minimum 150 words) of your marketing credentials and the challenges raised.