Path-to-purchase research: Delivering a seamless customer experience

Path-to-purchase research allows you to understand the most influential factors driving your buyers’ decision making and identify which touchpoints and interactions along the buyer journey are most critical to success.

B2b audiences typically complete around 60% of the purchase process before engaging with suppliers, and so understanding the path-to-purchase is vital in driving brand preference.


Our approach: Customer Journey & Path-to-Purchase Mapping

Path-to-purchase map

  • Mapping the path-to-purchase provides a simple and effective process to “walk in the buyer’s shoes” throughout the whole buyer journey

  • The map often starts with the awareness & interest phase, i.e. the start of the path-to-purchase, through to the buying decision, the service delivery and ends at relationship strengthening (the ongoing renewal of the customer journey)

  • Every touchpoint available to the buyer at each stage of the journey is looked at to determine where the strengths and weaknesses lie in order to drive continuous improvement

  • The aim of path-to-purchase research is to deliver a “best in class” customer experience along all touchpoints with the supplier / brand


Case study: Walking in the shoes of a commercial vehicle customer

A transportation services company approached us to gain insight into the path-to-purchase journey (P2P), with an emphasis on their commercial leasing (in-sourcing) services.

As a means of better understanding this process, the company wanted to understand the different steps a potential buyer goes through from identifying a need through to deciding to get bid(s) for such services.

Find out what we did to help our client.

Path-to-Purchase Research


Activation services: Helping you get the most out of your research investment

External Comms
Helping you identify and push compelling customer value propositions that resonate with your audience and give your brand a competitive edge.
Workshops / Action Planning
Internal action workshops with every stakeholder to understand the research findings, prioritize next steps and drive action.
Personas / Segment Profiling
Bring your customers to life and gain a deeper understanding of their needs and challenges in order to more effectively market to them.
Sales Battlecards
A “cheat sheet” used by account management and sales teams for engaging with a customer or prospect.

B2B Insights and Viewpoints: What we’ve learned from doing Path-To-Purchase Research

Get in touch to find out how you can benefit from mapping your Path-to-Purchase