Consumer Purchase Journey
Explore how to research the consumer purchase journey using mobile ethnography. Understand the omnichannel path to purchase and how to map every touchpoint.
The buying journey that doesn't end at the register
Path-to-purchase research is quietly becoming path-to-ownership research. A look at recent activity on Indeemo and why the moments after the money changes hands are where the next purchase is decided.
Aoife Looney
August 11, 2026
What is customer experience research and how do you do it?
What CX research is, how to plan and run it, the challenges to watch for, and the tools that help you capture what customers really experience.
Dr Ian Twohig
September 9, 2025
What is customer journey mapping and how to do it?
What customer journey mapping is, how to run it, the challenges to watch for, and the tools that capture real behaviour as it happens.
Dr Ian Twohig
December 11, 2024
What is user journey mapping and how do you do it?
A practical guide to documenting how people really experience your product or service: what user journey mapping is, how to run a study, the benefits and challenges, and the tools that help.
Dr Ian Twohig
February 18, 2025
Path to purchase research: what it is and how video reveals what surveys miss
What the path to purchase is, why it's no longer linear, and how video research surfaces the moments that drive a buying decision.
Dr Ian Twohig
October 20, 2023
What is a video survey? A guide to capturing authentic responses
How video surveys work, when to use them, and how to design questions that get past the polite, the rehearsed, and the AI-generated.
Eugene Murphy
September 14, 2023
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