Researching a Never-ending Journey

‘Life is a journey’ goes the well-known saying. Or ‘I’m on a journey,’ someone might say about their career, ambition or quest for self-discovery. ‘It’s been quite a journey,’ we might say as we look back on something we’ve done. How often have you heard someone say ‘life is a destination’? Journeys don’t always end. In research, when we talk about a Consumer Decision Journey (CDJ), we’re typically thinking about the path people take to a purchase and how we can influence them along the way. But CDJs aren’t just about the big, obvious purchase decisions. Our approach can be applied to all sorts of journeys, even without an end purchase in mind.