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This framework, invented by James Hankins, represents the process a consumer might take (and therefore, what they might experience) as they travel along what’s known as the 'path to purchase’.

It cleverly highlights that there is a multitude of different routes a consumer might. People might take a shortcut - especially if the purchase is inconsequential and habitual. Conversely, the path could be long and winding e.g. when buying a new car. Luckily, Hankins has discovered that within any given category, there are only a few routes most people actually take, and these can be identified if you have the right data. Knowing the common paths is hugely valuable because it allows marketers to focus on the touch points and connections that matter most.

To learn more about Hankins Hexagon, watch this short video or check out this article.