The Challenge
Traditional research asks what customers would do. But purchase decisions are complex processes that cannot be accurately self-reported. Customers don't remember every step, rationalize after the fact, and omit the impulses, comparisons and channel switches that actually determined their choice. The result: customer journey maps describing an idealized process, not the real one.
Who is it for?
Marketing directors, e-commerce leaders and customer experience managers who need to understand how purchase decisions are actually made - not how customers say they are. Companies with omnichannel strategies where the purchase journey crosses digital and physical touchpoints.
Our approach
We observe actual behavior instead of asking about it. Our Journey Decision Engine captures respondents' real online purchase journeys in real time: which sites they visit, what they compare, where they get stuck and which channels they switch between. AI classifies the narratives and experimental design reveals what actually drives the decision - not just what correlates.
Deliverables
- Decision path maps (Sankey visualizations)
- channel analysis with conversion flows
- AI-classified decision narratives
- experimental identification of purchase drivers
- segment-specific journey profiles
- concrete recommendations for channel and communication strategy.