Now that we know the who we are talking to within each segment, we can begin developing how we can most effectively communicate by developing customer journeys.  A customer journey map documents the expected start to finish buying process of a customer from discovering a need, to completing an action, all from the viewpoint of the customer.

Mapping out the customer journey allows a brand to discover and solve pain points and uncover moments of opportunity.

In this stage, we also apply consumer research to gather feedback and verify predictions.