See, Think, Do, Care Framework
This is a modified version of the See, Think, Do, Care framework by Google’s Avanish Kaushik. It follows a purchase funnel format and helps map the KPIs, messaging, and channels across four intent clusters.
Of any journey framework I’ve come across, I’ve found this one to be the most versatile. I’ve made some of my own modifications that help me apply the framework to various strategic and creative decisions.
The primary modification is the addition and breakdown of brand and product messaging as they relate to one another. You’ll see a percentage in each box, representing the general ratio of brand vs. product in each journey stage. No brand is the same, but this works as a good starting point.
This can be helpful when coming up with a creative campaign that needs to span multiple stages, allowing you to balance the effort and assets more intentionally. You can even present the work this way which I’ve done many times. Stage by stage you can follow the journey along with the signals you are using and the creative communications you intend to respond with.
Another use is channel planning. Again, think about the ratio of effort and spending against a particular channel across stages. A typical situation you might find is high spending in the “Do” stage because of its proximity to purchase, effectively ignoring investment in upper funnel brand activity.
Regardless if you are responsible for coming up with all the answers, or just some of them, using this framework as a starting point can help ground your recommendations.
You can download a PDF of it here.
