Decision Trajectory Intelligence (DTI)
Transforming customer understanding into structured intelligence.
Reveals where products do not match customer goals, preferences, and parameters.
PROBLEM
“Doesn’t work” isn’t an answer.
Brands see outcomes — sell-through, returns, markdowns.
But customer-product mismatches remain largely invisible.
· What doesn’t match.
· Which customers it doesn’t match.
· Where mismatches occur.
GAP
Customers rarely arrive with clear goals, preferences, or decision criteria.
They also often struggle to assess whether a product truly fits their needs, constraints, and context.
Deep customer understanding often emerges through expert guidance during product selection.
But businesses rarely capture and structure it as data.
MARKET SHIFT
Product selection is becoming increasingly AI-assisted.
For the first time, customer understanding can be captured and structured at scale.
This creates a new source of merchandising intelligence that previously did not exist.
WHAT WE DO
Transform any AI assistant into an expert-guided customer understanding system.
Turn customer understanding into commercial intelligence.
HOW
During AI-assisted selection, the system evaluates:
Customer
Goals
Preferences
Parameters
Product
Material
Color
Price
Other product characteristics
And captures where mismatches occur during product selection.
MISMATCH REPORT
SKU #22338
Based on 1,248 selection trajectories
Customer-Product Match Score: 70%
Customer Mismatch Areas
Preferences
8%
View details
Parameters
12%
View details
Product Mismatch Areas
Silhouette
40%
View details
VALUE
This changes how product decisions are made.
· Capture customer understanding as structured data.
· Reveal hidden customer-product mismatches.
· Reduce assortment guesswork.
· Make product decisions with greater confidence.
Guessing → Understanding → Guiding
We are looking for early advisors, industry partners, and champions interested in shaping the future of customer understanding.
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