12
Feb
2018
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The Modern Buyers 10-stage Journey
The modern consumer is ever-changing, armed with advancing technology, their mindset has evolved and no longer fits traditional personas. KERN recognized this problem and sought out to develop a solution that would fit modern needs for marketers.

Recognizing that convergence of faster connection speeds on both mobile and home devices, the accelerated adoption of online searching and sharing, and the proliferation of social networks and always-on communication abilities caused the change, KERN developed The Modern Buyer’s 10-Stage Journey and Progressive Personas. The traditional stagnant persona no longer fits the mold because there isn’t a one-size-fits-all template when considering a buyer’s journey in today’s marketplace.

The modern journey needed to be adaptable and fluid to keep up with consumers. Our 10-stage journey isn’t linear, and many of the stages can be traversed in seconds or together in group. The length of this journey will vary depending on the complexity of the service or solution and is unique to each buyer.

We’re kicking off our weekly series to take a deeper look into each stage of The Modern Buyer’s 10-stage Journey. The purpose of this series is to help marketers better understand each stage and offer a mock consumer journey to bring the full process to life. Each week, we’ll follow Tara Technology, a 35-year-old teacher as she travels through the buying process of a new laptop. Begin Tara’s Modern Buyer’s 10-stage Journey, Stage 1.

To learn more about the process and theories behind developing The Modern Buyer’s 10-Stage Journey and Progressive persona’s, we encourage you to read “Beyond Personas: Progressive Persona Profiling,” written by Scott Levine, Senior Vice President of Strategy at KERN – and Omnicom Agency.
12
Feb
2018
The Modern Buyers 10-stage Journey
SHARE
The modern consumer is ever-changing, armed with advancing technology, their mindset has evolved and no longer fits traditional personas. KERN recognized this problem and sought out to develop a solution that would fit modern needs for marketers.

Recognizing that convergence of faster connection speeds on both mobile and home devices, the accelerated adoption of online searching and sharing, and the proliferation of social networks and always-on communication abilities caused the change, KERN developed The Modern Buyer’s 10-Stage Journey and Progressive Personas. The traditional stagnant persona no longer fits the mold because there isn’t a one-size-fits-all template when considering a buyer’s journey in today’s marketplace.

The modern journey needed to be adaptable and fluid to keep up with consumers. Our 10-stage journey isn’t linear, and many of the stages can be traversed in seconds or together in group. The length of this journey will vary depending on the complexity of the service or solution and is unique to each buyer.

We’re kicking off our weekly series to take a deeper look into each stage of The Modern Buyer’s 10-stage Journey. The purpose of this series is to help marketers better understand each stage and offer a mock consumer journey to bring the full process to life. Each week, we’ll follow Tara Technology, a 35-year-old teacher as she travels through the buying process of a new laptop. Begin Tara’s Modern Buyer’s 10-stage Journey, Stage 1.

To learn more about the process and theories behind developing The Modern Buyer’s 10-Stage Journey and Progressive persona’s, we encourage you to read “Beyond Personas: Progressive Persona Profiling,” written by Scott Levine, Senior Vice President of Strategy at KERN – and Omnicom Agency.