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Map your customer journey with YouGov
Looking to drive conversion and brand loyalty? Understanding the drivers behind purchase decisions is crucial.
The reality is that customer journeys don’t follow the same path. From browsing to buying, you need actionable insights into every stage of the path to purchase funnel to influence shopper behavior and maximize brand impact.
The magic happens when you stop imagining the journey and start tracking it. YouGov’s customer journey research covers real shopper journey mapping, touchpoint analysis, omnichannel insights, virtual simulations and cross-segment comparison.
What’s the entry point for shopper decisions? What drives a hero product? What are the product features striking real relevancy? Discover more about the in-store and point of sale journey and understand whether shoppers will return, and why.
Connect behavior to baskets with path to purchase research
How do you take control of your shopper strategy? By enhancing your knowledge of shopper behavior. YouGov combines consumer behavior and purchase data with usage, attitudes, and needs segmented by target group, empowering you to improve retail performance.
Intelligence into the why behind the buy
Optimize product development and features, POS, touchpoints, and promotions. Leverage trends, perfect targeting approaches and identify product strengths and weaknesses.
What’s bought and what’s thought?
Observe customer journeys over time and identify patterns, switching, trends and predictions with 360-degree behavioral data. Get customized research or an always-on view of customer journeys, tailored to your needs.
Navigating the path to purchase funnel
To really grasp consumer behavior, you need to understand the decision-making process. How do consumers navigate your category? How are products found and chosen? How satisfied are shoppers with their choice? YouGov’s customer journey research is designed to answer these burning questions… and more.
Why2Buy
Uncover the motivations and barriers behind FMCG purchases to effectively reach shoppers.Unpack consumer behavior
Know who buys what, where, how much, how often, and why with shopper intelligence.Category management
Insights into category diagnostics, shelf management, and assortment optimization.Identify, size & profile your ideal customer
Audience analysis on segments that will be most receptive to your products and services.YouGov Behavioral
Unlock verified, permissioned online behavioral data.Not sure what solution you need? Let's chat.
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Path to purchase case studies
Explore how our research improves customer journeys for the best-of-the-best brands and helps them stay relevant and adapt swiftly.
The data provided by YouGov plays an important role in our client presentations. It not only offers valuable support alongside market figures, but also provides real insight into consumer behavior. These insights truly make the difference and help identify growth opportunities.
Kim van den Bergh, Trade Marketeer Vion Food Group
Meet our experts
From consideration to cart
Every step in the customer journey matters. In these articles, YouGov’s experts share thought-leadership and insights into how to influence decisions where they really happen and explore real-life customer journeys.
Path to purchase FAQs
How can you help discover what drives product choice and which criteria matter?
YouGov uses advanced conjoint analysis to reveal the preferences and decision-making hierarchy behind shopper choices. This approach enables us to simulate the impact of different pricing and assortment strategies on key outcomes like penetration, volume, and value. It also provides a clear view of price sensitivity, elasticity, and how much shoppers are willing to pay for specific product features, such as additional content or ethical labels.
How does research show how shoppers find and choose products in the category?
With customer journey mapping, YouGov can help outline how purchase criteria and decision hierarchies influence product choice. This method identifies clusters of products closely related in shoppers’ minds and tracks performance metrics such as penetration, frequency, and brand market share across these clusters. This insight helps uncover the most promising areas for strategic focus and planogram optimization.
Trust YouGov’s path to purchase research
You can depend on YouGov’s customer journey mapping services to really understand all stages of your path to purchase funnel. Unrivalled, unbiased data allows you to investigate what happens before purchases, including different occasions, journeys, hero features, and touchpoints.
