Path to Purchase
Guided by the principles of cognitive theory, Quester’s Path-to-Purchase research design “organizes” the non-linear paths that consumers sometimes take before they make a decision. The multi-phase, “quali-quant design” we use deconstructs the behavior of hundreds or thousands of people at a time. Our linguistic and statistical analysis provides action-steps for influencing consumer behavior when it matters most – the point of decision.
Phase I
- Category examination
- Band and occasion associations
- Brand activation barriers
- Unmet needs/value-add run
Phase II
- Granular level need state evaluation
- Rationale for initial consideration set
- Mapping triggers, influences and impact on need state
- Quantitative Segmentation
