Analyse Consumer Behaviour Using Real Data
8 weeks · 0 milestones
Analyse the purchasing behaviour of a real consumer cohort using real data — transaction records, survey responses, observational data, or published research datasets — and produce a written analysis identifying the key behavioural drivers, segmentation patterns, and business implications. The data source must be cited and verifiable. Proof requires review by a marketing or consumer research practitioner who can confirm that the analysis goes beyond summarising the data to identifying genuinely useful strategic insight.
Milestone map
Milestone map
3 milestones
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