Understanding the consumer's journey from initial awareness to making a purchase is pivotal for businesses. This journey, often referred to as the "Path to Purchase," represents the complex series of steps a consumer takes before deciding to buy a product or service. As an expert in qualitative and market research, this blog will delve deep into the concept of the Path to Purchase, exploring how researchers can gather valuable data and insights, distinguish between online and offline paths, and use video to understand this journey better. Moreover, we'll discuss the impact of understanding the Path to Purchase on customer experience.
Read More
