purchase journey mapping
Find out where you're winning - and losing - customers
Understand what drives people from consideration to purchase, which touchpoints actually matter, and where your biggest opportunities to improve conversion lie.
You can't fix a journey you don't understand
Most brands know they're losing customers somewhere. Few know exactly where, why, or what to do about it. Purchase journey mapping gives you a clear picture of the path from not buying to buying - the triggers that start it, the barriers that interrupt it, and the moments that determine which brand wins. Combining GWI's flagship Core data with custom research, we give you a depth of understanding that goes far beyond what standard analytics can tell you.
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Where you're losing them (and how to fix it)
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Improve acquisition and conversion
You're losing people somewhere in the funnel. The question is where, and why. Map the key steps buyers go through and pinpoint the barriers, whether that's price, trust, availability, or complexity, that stop them from choosing you.
Understand what really motivates buyers
Surface-level data tells you what people bought. It doesn't tell you why they started looking in the first place. Uncover the triggers that bring people into market, what shapes their search, and which factors they actually weigh up when deciding.
Optimize your marketing and channel strategy
Not every touchpoint carries the same weight. Identify which channels are most influential at every stage, from discovery through to conversion, so your budget goes where it actually drives results.
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Align messaging to real purchase drivers
Too much positioning is built on internal assumptions. Replace guesswork with the decision drivers people actually use to evaluate their options, then align your messaging to what genuinely moves them.
Our approach to purchase
journey mapping
Understand
We start with our flagship data set GWI Core to build a picture of category purchasers and their influences. Via a custom study, we then identify and interview your specific audience - capturing precise insights about their purchase behaviour. This combination gives you an understanding of your target audience that no single data source can match.
Identify
Using advanced analytics we identify what's really going on behind the behaviours and what's genuinely driving decision making, not just what people say is driving it.
Strategize
We turn the analysis into clear insight and activation guidance - informing decisions around targeting, positioning and messaging, and identifying the channels and content that will maximise engagement at every stage of the journey.
“The depth GWI brings, and the ability to dissect the data and use it in different ways as a self-service tool, is really valuable and unique.”
Global materials science leader Avery Dennison used GWI's custom research to cement its reputation as a fashion and retail thought leader, driving credibility and new business opportunities across key markets.
