Consumer purchasing journey really has evolved dramatically, mirroring the changes in technology and consumer behaviour over the past three decades and more. Today, understanding this complex journey is crucial for market researchers, customer experience experts, and consumer insights teams. This evolution underscores the importance of adopting and leveraging new technologies to capture the multifaceted nature of consumer purchasing behaviour, particularly as we witness the shifting preferences of younger generations like Gen Z and Gen Alpha towards omni-channel shopping experiences.

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