During which stage of the buyer's journey does a potential buyer actively research solutions?

The correct answer is the Consideration stage of the buyer's journey. During this phase, potential buyers transition from being aware of a problem or need to actively researching different solutions that may address their issue. This is characterized by seeking out information, comparing options, and evaluating various products or services that can fulfill their requirements.

In the Consideration stage, individuals typically explore specific solutions, analyze their benefits and drawbacks, and look for more detailed information, such as case studies, comparison guides, and reviews. This research is crucial as it helps them narrow down their choices and prepares them to make an informed selection in the next stage of the journey.

The Awareness stage is primarily focused on identifying the problem or opportunity, while the Decision stage involves finalizing the choice and making a purchase. Engagement can occur at any point in the buyer's journey but does not specifically denote a stage of researching solutions. Thus, the Consideration stage is distinctively centered on solution research, making it the correct choice.