Marketers have always sought to understand the minds of consumers to predict their needs and find ways to reach them effectively. However, a fragmented customer journey has disrupted the traditional rules and left us grappling to understand the changing preferences and routines of consumers that are now less predictable than ever before.

It’s time to acknowledge the significant discrepancy between what we thought we knew and what consumers really want. So, we commissioned an independent study* from Sapio Research to understand: