18%
Odsetek Europejczyków posiadających prywatny produkt emerytalny (według EIOPA)
BCG2025Europe
A model of the stages a customer goes through: from becoming aware of a brand to making a purchase and referring others.
Why it matters
Organizes actions and metrics — assigns different goals to each stage.
What's missing without it
Without it, campaigns are measured by a single metric, even though some aim to build awareness and others to close sales.
When it is used
When planning campaigns, content, and automation.
How we use it
Stages: awareness, consideration, purchase, retention, referral.
Fun fact
The classic funnel is over a century old — it was described by Elias St. Elmo Lewis in 1898. Today, it's more often drawn as a loop, since referrals bring people back to the start.
Numbers worth knowing
Market research in data
3
Prognoza stosunku pracujących do emerytów w Europie do 2045
BCG2045Europe
31%
Odsetek konsumentów korzystających z AI na pewnym etapie ścieżki zakupowej, około 3-krotnie więcej niż 18 miesięcy temu.
Boston Consulting Group (BCG)2026global
Figures from the same field — collected in our market data base.