How Consumers Discover New Brands, Products, And Services

Discovery is the first phase of the customer life cycle — it's the crucial time when consumers first find out about new brands, products, and services. If the "Discover" phase is successful, the consumer moves on to explore what they have found in the next phase in the customer life cycle. Consumers use a variety of channels and methods in the "Discover" phase — and Forrester's Technographics data and analysis shows that some methods are more successful than others at driving them to the "Explore" and "Buy" phases. This report is the first in a four-part series on how consumers progress through the customer life cycle and focuses on the "Discover" phase.