Discovery > Brief: Constructing a Consumer Journey

Consumer Journey

At Hustlemore we believe that the most effective way to great creative is a consumer journey. However, not many people know exactly what it takes to get there. Therefore, we wanted it to lay it out here in black and white (this is usually the first step that we take during an engagement with a client).

We recognize that you know your business better than we do so by bringing both the brand team and agency team together we merge different perspectives and knowledge sets to create a holistic view of the consumer(s). The goal of this process is for everyone to get a deeper understanding of the consumer(s) as a team and to find the moments along the journey that the brand/agency can potentially capitalize on or dive deeper into.


  • Goal: Collect all data and inputs available on the consumer(s) and your business process in order to conduct additional research and to fill knowledge gaps.
  • Possible Actions:
    • Compile all inputs among team members (brand, agency, and media) including both primary and secondary data.
    • Find opportunities (and hypothesize) to fill knowledge gaps – i.e. conduct stakeholder interviews with employees that are in contact with consumers, such as individuals from the call center.

Outlining The Map

  • Goal: Decide on the key stages of the consumer journey (map the funnel a we know it).
  • Possible Actions:
    • Based off initial & pre-existing research create custom stages that represent the key milestones consumers experience throughout their journey to purchase.
    • Decide what the time span for the consumer journey actually is: For example, is it from when they first learned about our brand to when they made a purchase?

Go Deep on the Target

  • Goal: Define consumer segments in order to build a more nuanced view of the target.
  • Possible Actions:
    • Validate hypotheses and identify opportunities for additional research.
    • Identify the consumer segment or segments – these could be based on demographics or how they enter the category (i.e. online or in-store) or based on business line (i.e. personal versus commercial).

Create Rich, Detailed Personas

  • Goal: Use the consumer journeys to create core personas for each segment.
  • Possible Actions:
    • Blend the actions and emotions captured along the journey to construct a realistic depiction of each segment’s experience through an in-depth ethnography of the target

Map Personas

  • Goal: Chart key inputs across the stages of the consumer journey.
  • Possible Actions:
    • Map key actions/behaviors and feelings of consumers along each of the outlined stages of the journey.
    • Denote channel where specific behaviors are observed (OLA, .com, TV) – Ideally support each with a quote/finding.
    • Highlight key pain points or moments of joy across the journey.

Identify Brand Opportunities on Map & Construct Brief

  • Goal: Capitalize on the unique moments when your brand can enhance, or be more a part of, the experience. Then construct a brief to capture and synthesize these findings.
  • Possible Actions:
    • Find ways to improve the pain points consumers are experiencing.
    • Identify ways that the brand can be a part of the moments of joy.

Interested in starting this process with this for your business? We’d love to hear from you!


Image Source: jonny goldstein

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