“Customer journey” is a term that since entering the research mainstream in 2012/13 has become an umbrella for all studies looking at the relationship between a supplier and its market.
However, “customer journey” research tends to fall short in two key areas. Firstly, it focuses solely on customers (excluding potential customers). Secondly, it most often begins at the point at which the contact actually becomes a customer.
Crucially, it excludes what researchers now call the “buyer journey”, or the “path-to-purchase”.
While the idea of exploring the habits and behaviours of buyers has been around for a while, it’s only in the last 18 months that it’s begun to gain momentum as a piece of research in its own right.
With this mind, we’ve put together a list of 7 top tips for maximising the value of path-to-purchase research. Take a look by following the link below.
