Research Playbooks
High level "how-to" briefs
Capability
Purchase Process
The goal of this research is to map the steps of the buying process, seeking to identify potential drivers, blockers, and processes to better understand where to invest spend to streamline engagements and increase sales.
Who
This research is conducted with both current and potential customers who have made a purchase in the category.
What
Evaluate how customers move through the purchase funnel, including where they engage, and what most influences their eventual decision.
When
This research can be conducted throughout the product lifecycle, though product specific research is typically done post-launch.
Why
To determine where to invest marketing spend, as well as identify where and why customers may fall out of the sales funnel.
How
By surveying recent purchasers in a specific category and measuring time spent in each phase of the sales funnel, reasons for consideration / purchase, and identifying their eventual purchase.