Path to purchase (or buyer journey) research involves understanding and evaluating the end-to-end experience a buyer has when purchasing a product or service, as well as the ongoing experience with the supplier.
While traditional customer journey mapping research is an extremely useful exercise, it has two major limitations:
- It is restricted to focusing on existing customers and / or internal perspectives rather than considering the needs of prospective buyers.
- It commences at the moment of purchase, thus excluding the triggers for purchase and the research conducted prior to formally approaching suppliers.
Path to purchase research responds to these two limitations to give a full view of entire purchase process from the perspective of both existing customers and prospects.