ARE THERE MISSING PIECES IN THE JOURNEY?
Deconstructing the utility and value throughout the customer journey.
For years, attention was the primary objective for brands. This study reveals that we are witnessing a shift a rediscovery of relevance as the central pillar of the relationship between brands and consumers.
Developed by MORE Results in partnership with Distribuição Hoje, the study analysed how the perception of utility and value influences behaviours across every stage of the purchase journey: awareness, consideration, purchase, and loyalty. The main conclusion is clear: there are no missing pieces in the journey. The real challenge lies in knowing how to fit them together correctly..
Awareness: less noise, more clarity
In the awareness stage, consumers primarily value clarity, purpose, and an immediate response to a specific need.. Approximately 75% of respondents state that the initial impact occurs when the benefit is clearly understood. Creativity remains relevant, but it does not replace utility. Technology is only valued when it solves real problems, and sustainability has become an expected requirement — a “hygiene factor” rather than a true differentiator.
The way discovery happens also varies across generations: Generation Z relies heavily on algorithms, content creators, and social validation, while older generations continue to associate discovery with innovation.
Consideration: a naturally phygital journey
Consideration is now hybrid by definition. Consumers naturally move between digital and physical channels, combining convenience with emotional confidence. Online research, visits to physical stores, reviews, brand websites, and personal recommendations all coexist.
More than an excess of information, consumers seek trust (the more human side of the relationship with the brand), clarity, and the ability to compare.. When one of these elements fails, the brand loses relevance.
Purchase: efficiency above all
In the purchase stage, tolerance for friction is minimal. Queues, lack of human support, confusing systems, or unclear digital processes generate frustration and drive consumers away.
On the other hand, security, speed, transparency, and immediate confirmation are the main value drivers.
Generational differences persist: younger consumers readily adopt new payment methods, while older generations remain loyal to habits they associate with trust. Technology only creates value when it supports existing habits, not when it imposes change..
After-sales and loyalty: the relationship starts here
The purchase concludes the decision, but it marks the beginning of the relationship. Post-purchase acts as the “pre-sale” of the next purchase.
Consumers expect three fundamental things:
- Fast and empathetic problem resolution;
- Rewards rewards;
- Personalised, timely, and non-intrusive recognition.
While younger consumers view post-purchase as ongoing support, older generations primarily associate it with problem resolution.
Selling vs. Being Valued
The study identifies a tension that runs across the entire journey: brands want to sell, while consumers want to feel seen and valued. True value no longer lies solely in the product, but in the attention, attention to detail, and consistency of the experience..
When a brand succeeds in balancing functional, emotional, transformational, and social value, it stops being merely a choice and becomes a symbol.
Conclusion: Value lies in the fit
The answer to the initial question is clear: There are no missing pieces in the journey.Value emerges when there is a clear thread of utility, clarity, trust, and relevance throughout the entire experience.
In a context of volatile attention and fragile loyalty, the brands that succeed are those able to articulate these elements coherently, adapting them to different generations and profiles. Today, more than being won over, consumers want, and expect, to be understood.
Are you interested in the consumer?
...and consider this topic important, you can download the study (portuguese version) HERE.
If you ask for Results, call for MORE.
