Guided by the principles of cognitive theory, Quester’s Path-to-Purchase research design accounts for a messy and non-linear path to decision. The multi-phase, quali-quant design, deconstructs the behavior of hundreds or thousands of people at a time. The granularity that emerges from a linguistic and statistical analysis provides action-steps for influencing consumer behavior when it matters most: at the point of decision.

Path-to-Purchase Phase I and II
Phase I

  • Category examination
  • Brand and occasion associations
  • Brand activation barriers
  • Unmet needs/value-add understanding

Phase II

  • Granular level need state evaluation
  • Rationale for initial consideration set
  • Mapping triggers, influences and impact on need state

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Quester Path to Purchase

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