SPONSORED CONTENT
The topic of path-to-purchase has been a focus for us at Luth Research for over 10 years. There are so many different pathways for a consumer to purchase a single product and sometimes one methodology can’t answer all the questions you have regarding your customers’ path-to-purchase. When you factor in a global pandemic, it’s more important than ever to use qualitative and quantitative methods to understand the rapidly changing landscape of path-to-purchase. If you think about your own shopping habits, how we go about buying everything from face wash to a mattress is constantly evolving. Consider looking back at how we shopped two years ago – there are new channels today, new brands and what’s important to us as consumers now may not be the same as it was two years ago or even since the pandemic began.
This e-book explores specific ways where qualitative and quantitative (including both passively metered behavioral data and surveys) are combined to yield better truths. Included are use cases across diverse verticals including baby and household items, consumables and big-ticket purchases.
The key takeaways for brands and marketers are:
- How to use the combined approach to test and determine dominant shopping pathways.
- How to use the combined approach to uncover less intuitive insights in quantitative or digital data.
- How to leverage qualitative to offer an interpretive lens to understand digital and quantitative behaviors.