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Decision
Path

Decision
Path

Identify your brand’s opportunities to influence customers’ choices.

The market is crowded with brands competing for customers’ dollars. Our Decision Path research provides you with a map showing how, when, where, and why consumers make choices. This allows you to create winning strategies to influence these decisions.

WeDecision Path Z-IQ gives your brand the insights to reach the right audience, in the right place, at the right time, with the right message.

Solutions

Bespoke Shop-Alongs

See how shoppers make their decisions and how packaging, signage, and other in-store elements impact what they purchase.

  • Real World

  • Eye Tracking

  • In-house Recruiting

Bespoke IDIs

Our Bespoke Decision Path research details the journey customers take along the path to purchase, identifies the touchpoints they interact with along the way, and highlights your opportunity to influence their decisions.

  • Deep Insights

  • Story Telling

  • Facial Coding

Bespoke Survey

Our survey, with optional key consideration and driver analyses, employs regressions to identify which dimensions are most important in the purchase decision, so our clients can focus their marketing dollars on the elements that are most likely to drive sales.

  • Global Reach

  • Key Driver Analysis

  • Custom-tailored

Strategic Reports

  • Our Model

    At Zeitgeist Research, we subscribe to the McKinsey circular decision path model rather than a traditional purchase funnel. In this model, there are four primary phases where marketers have an opportunity to influence customer decisions.

  • Strategic Recommendations

    Our reports go beyond the data and provide the strategic insights you need to make sound business decisions. 

  • Verbatim Responses with Analysis

    Verbatims add rich detail to the report, allowing members or your organization to hear directly from real customers.

  • Visual Storytelling

    Our reports use imagery and visuals to convey information in a compelling, easily-digestible format.

  • Eye Tracking

    Shoppers’ eye movements are tracked as they shop in-store or online to understand which elements of the shopping experience attract their attention and influence their purchase decisions.

  • Facial Coding

    An optional add on, Facial Coding is a view into participants’ minds, showing you exactly how they feel about elements within the path to purchase and providing insights they may not be able to articulate.

  • Quantitative Insights

    This survey is fully customizable to provide key insights into when shoppers make their decisions and which factors have the greatest influence on what they choose to purchase.

  • Key Driver Analysis

    The key driver analysis employs regressions to identify which dimensions are most important in the purchase decision, allowing brands to focus their marketing dollars on the most impactful elements.

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Transparent Pricing

There are no games at Zeitgeist. We are fully transparent and up-front with our pricing, allowing you to scale the project up or down to fit your budget.

Solutions

Timing

Investment

Bespoke Shop-Alongs
4+ weeks
$1,000+
Bespoke IDIs
4+ weeks
$1,000+
Bespoke Survey
3+ weeks
$20,750+

Case Study

The Challenge

A small CPG brand was developing a line to compete in a new, highly-competitive healthy snacking category. Without a large marketing budget, the brand came to Zeitgeist Research to map the decision path within their category so they could identify where they have the greatest opportunity to influence purchase behavior.

Our Approach

We executed a two-phase research plan, first conducting Shop-Alongs with the target audience to map the decision path. We then conducted a survey to quantify the insights from phase one and identify key purchase drivers using a regression analysis.

Our Recommendation

We found that most consumers make their purchase decision in the health snacking category at the shelf and messaging outside of the store was largely ineffective. Knowing this, the brand updated its packaging and POS signage based on the key purchase drivers found through this research. By understanding the decision path, our client was able to devote its limited marketing resources where they would be most impactful, driving sales at the shelf and rapidly growing the new brand.