Your consumer decided
before you said a word.
Do you know when?
Your consumer decided
before you said a word.
Do you know when?
Your consumer decided
before you said a word.
Do you know when?
Your consumer decided
before you said a word.
Do you know when?
Map every touchpoint in the consumer purchase journey, from the first trigger to the final purchase, and find the gaps where your brand is absent, and your competition is winning, using our path to purchase research study
Why this matters — McKinsey, India
70–75%
70–75%
70–75%
70–75%
of final purchases in India are made from brands in a consumer's initial consideration set — brands that came to mind at the very start of the decision.
McKinsey & Company, "Marketing consumer durables in India," 2019. Research across 100,000+ consumers, 450+ cities, 30 brands.
Find exactly where consumers drop from your funnel
Identify which touchpoints are driving final decisions
Map online, offline, kirana, and modern trade paths
Uncover where competitors are intercepting your buyers
Get a prioritised action plan — not just a journey map
TRUSTED BY
The challenge
You're spending on marketing.
Conversion tells a different story.
You're spending on marketing.
Conversion tells a different story.
You're spending on marketing.
Conversion tells a different story.
You're spending on marketing.
Conversion tells a different story.
"We know consumers are aware of our brand — but they're not choosing us at the moment of purchase."
This is almost always a journey problem. Marketing fires at the wrong stage, or the brand is absent at the touchpoints that actually tip decisions. According to McKinsey's India research, 70–90% of most brands' marketing budgets are concentrated at the initial-consideration and moment-of-purchase stages — while the active-evaluation stage, where brand decisions actually shift, is chronically under-invested.
McKinsey & Company, "Marketing consumer durables in India," 2019.
"We know consumers are aware of our brand — but they're not choosing us at the moment of purchase."
This is almost always a journey problem. Marketing fires at the wrong stage, or the brand is absent at the touchpoints that actually tip decisions. According to McKinsey's India research, 70–90% of most brands' marketing budgets are concentrated at the initial-consideration and moment-of-purchase stages — while the active-evaluation stage, where brand decisions actually shift, is chronically under-invested.
McKinsey & Company, "Marketing consumer durables in India," 2019.
"We know consumers are aware of our brand — but they're not choosing us at the moment of purchase."
This is almost always a journey problem. Marketing fires at the wrong stage, or the brand is absent at the touchpoints that actually tip decisions. According to McKinsey's India research, 70–90% of most brands' marketing budgets are concentrated at the initial-consideration and moment-of-purchase stages — while the active-evaluation stage, where brand decisions actually shift, is chronically under-invested.
McKinsey & Company, "Marketing consumer durables in India," 2019.
"We know consumers are aware of our brand — but they're not choosing us at the moment of purchase."
This is almost always a journey problem. Marketing fires at the wrong stage, or the brand is absent at the touchpoints that actually tip decisions. According to McKinsey's India research, 70–90% of most brands' marketing budgets are concentrated at the initial-consideration and moment-of-purchase stages — while the active-evaluation stage, where brand decisions actually shift, is chronically under-invested.
McKinsey & Company, "Marketing consumer durables in India," 2019.
"Our competitor grew 40% in a market where we were already present. How?"
Competitive intercept happens at specific, identifiable moments — a retailer recommendation at point of sale, an influencer mention during active evaluation, a better in-store experience at the shelf. We map where competitors are winning and at which stage, so you can reclaim the moments that matter.
"Our competitor grew 40% in a market where we were already present. How?"
Competitive intercept happens at specific, identifiable moments — a retailer recommendation at point of sale, an influencer mention during active evaluation, a better in-store experience at the shelf. We map where competitors are winning and at which stage, so you can reclaim the moments that matter.
"Our competitor grew 40% in a market where we were already present. How?"
Competitive intercept happens at specific, identifiable moments — a retailer recommendation at point of sale, an influencer mention during active evaluation, a better in-store experience at the shelf. We map where competitors are winning and at which stage, so you can reclaim the moments that matter.
"Our competitor grew 40% in a market where we were already present. How?"
Competitive intercept happens at specific, identifiable moments — a retailer recommendation at point of sale, an influencer mention during active evaluation, a better in-store experience at the shelf. We map where competitors are winning and at which stage, so you can reclaim the moments that matter.
THE FIVE STAGES
Every stage is a
decision point.
Click each stage to see what we uncover.
Trigger
Search & Consider
Evaluate
Purchase
Post-purchase
STAGE 1 — TRIGGER
What activates the consumer needs? Internal purchase triggers (routine replacement, aspiration) versus external purchase triggers (advertising, word of mouth, influencer content). Category entry-point analysis — where does your brand first enter the consumer's mind, and where are you absent when the need surfaces?
THE FIVE STAGES
Every stage is a
decision point.
Click each stage to see what we uncover.
Trigger
Search & Consider
Evaluate
Purchase
Post-purchase
STAGE 1 — TRIGGER
What activates the consumer needs? Internal purchase triggers (routine replacement, aspiration) versus external purchase triggers (advertising, word of mouth, influencer content). Category entry-point analysis — where does your brand first enter the consumer's mind, and where are you absent when the need surfaces?
THE FIVE STAGES
Every stage is a
decision point.
Click each stage to see what we uncover.
Trigger
Search & Consider
Evaluate
Purchase
Post-purchase
STAGE 1 — TRIGGER
What activates the consumer needs? Internal purchase triggers (routine replacement, aspiration) versus external purchase triggers (advertising, word of mouth, influencer content). Category entry-point analysis — where does your brand first enter the consumer's mind, and where are you absent when the need surfaces?
Methodology
Methods that follow the consumer
not just the data.
Methods that follow the consumer
not just the data.
Methods that follow the consumer
not just the data.
Methods that follow the consumer
not just the data.
Accompanied shopping
We walk alongside consumers in-store and online to observe real decision-making in context — not what they recall, but what actually happens in the moment.
Accompanied shopping
We walk alongside consumers in-store and online to observe real decision-making in context — not what they recall, but what actually happens in the moment.
Accompanied shopping
We walk alongside consumers in-store and online to observe real decision-making in context — not what they recall, but what actually happens in the moment.
Accompanied shopping
We walk alongside consumers in-store and online to observe real decision-making in context — not what they recall, but what actually happens in the moment.
Accompanied shopping
We walk alongside consumers in-store and online to observe real decision-making in context — not what they recall, but what actually happens in the moment.
Accompanied shopping
We walk alongside consumers in-store and online to observe real decision-making in context — not what they recall, but what actually happens in the moment.
Accompanied shopping
We walk alongside consumers in-store and online to observe real decision-making in context — not what they recall, but what actually happens in the moment.
Accompanied shopping
We walk alongside consumers in-store and online to observe real decision-making in context — not what they recall, but what actually happens in the moment.
Accompanied shopping
We walk alongside consumers in-store and online to observe real decision-making in context — not what they recall, but what actually happens in the moment.
Accompanied shopping
We walk alongside consumers in-store and online to observe real decision-making in context — not what they recall, but what actually happens in the moment.
Accompanied shopping
We walk alongside consumers in-store and online to observe real decision-making in context — not what they recall, but what actually happens in the moment.
Accompanied shopping
We walk alongside consumers in-store and online to observe real decision-making in context — not what they recall, but what actually happens in the moment.
Accompanied shopping
We walk alongside consumers in-store and online to observe real decision-making in context — not what they recall, but what actually happens in the moment.
Accompanied shopping
We walk alongside consumers in-store and online to observe real decision-making in context — not what they recall, but what actually happens in the moment.
Accompanied shopping
We walk alongside consumers in-store and online to observe real decision-making in context — not what they recall, but what actually happens in the moment.
Accompanied shopping
We walk alongside consumers in-store and online to observe real decision-making in context — not what they recall, but what actually happens in the moment.
Accompanied shopping
We walk alongside consumers in-store and online to observe real decision-making in context — not what they recall, but what actually happens in the moment.
Accompanied shopping
We walk alongside consumers in-store and online to observe real decision-making in context — not what they recall, but what actually happens in the moment.
Deliverables
Built for decisions
not presentations.
Built for decisions
not presentations.
Built for decisions
not presentations.
Built for decisions
not presentations.
End-to-end journey map
Stage-by-stage visual of the consumer's path — with your brand's presence and absence marked at every touchpoint.
End-to-end journey map
Stage-by-stage visual of the consumer's path — with your brand's presence and absence marked at every touchpoint.
End-to-end journey map
Stage-by-stage visual of the consumer's path — with your brand's presence and absence marked at every touchpoint.
End-to-end journey map
Stage-by-stage visual of the consumer's path — with your brand's presence and absence marked at every touchpoint.
End-to-end journey map
Stage-by-stage visual of the consumer's path — with your brand's presence and absence marked at every touchpoint.
End-to-end journey map
Stage-by-stage visual of the consumer's path — with your brand's presence and absence marked at every touchpoint.
End-to-end journey map
Stage-by-stage visual of the consumer's path — with your brand's presence and absence marked at every touchpoint.
End-to-end journey map
Stage-by-stage visual of the consumer's path — with your brand's presence and absence marked at every touchpoint.
End-to-end journey map
Stage-by-stage visual of the consumer's path — with your brand's presence and absence marked at every touchpoint.
End-to-end journey map
Stage-by-stage visual of the consumer's path — with your brand's presence and absence marked at every touchpoint.
End-to-end journey map
Stage-by-stage visual of the consumer's path — with your brand's presence and absence marked at every touchpoint.
End-to-end journey map
Stage-by-stage visual of the consumer's path — with your brand's presence and absence marked at every touchpoint.
End-to-end journey map
Stage-by-stage visual of the consumer's path — with your brand's presence and absence marked at every touchpoint.
End-to-end journey map
Stage-by-stage visual of the consumer's path — with your brand's presence and absence marked at every touchpoint.
End-to-end journey map
Stage-by-stage visual of the consumer's path — with your brand's presence and absence marked at every touchpoint.
End-to-end journey map
Stage-by-stage visual of the consumer's path — with your brand's presence and absence marked at every touchpoint.
End-to-end journey map
Stage-by-stage visual of the consumer's path — with your brand's presence and absence marked at every touchpoint.
End-to-end journey map
Stage-by-stage visual of the consumer's path — with your brand's presence and absence marked at every touchpoint.
Accompanied shopping
We walk alongside consumers in-store and online to observe real decision-making in context — not what they recall, but what actually happens in the moment.
Accompanied shopping
We walk alongside consumers in-store and online to observe real decision-making in context — not what they recall, but what actually happens in the moment.
Accompanied shopping
We walk alongside consumers in-store and online to observe real decision-making in context — not what they recall, but what actually happens in the moment.
Accompanied shopping
We walk alongside consumers in-store and online to observe real decision-making in context — not what they recall, but what actually happens in the moment.
Accompanied shopping
We walk alongside consumers in-store and online to observe real decision-making in context — not what they recall, but what actually happens in the moment.
700+
Consumer research projects delivered across India
5M+
Verified panellists on Xcel Global Panel
300+
Districts covered — metro to rural Bharat
12+
Regional languages for authentic, back-verified research
700+
Consumer research projects delivered across India
5M+
Verified panellists on Xcel Global Panel
300+
Districts covered — metro to rural Bharat
12+
Regional languages for authentic, back-verified research
700+
Consumer research projects delivered across India
5M+
Verified panellists on Xcel Global Panel
300+
Districts covered — metro to rural Bharat
12+
Regional languages for authentic, back-verified research
TESTIMONIALS
Notes from our clients
"Had a great experience working with the team. They really pushed the boundaries to meet the deadlines that were committed & provide customized data downloads when needed."
FI MONEY
"We had a great and seamless experience. Everything was quite on time and the key POC was very helpful and prompt. The quality was great — the team came forward and helped us at every step."
MAMA EARTH
"The quality of consumers recruited are always fabulous, please continue maintaining the same. Thanks for prompt response at all times — really appreciate the quick response and quality of work."
PIRAMAL HEALTHCARE
TESTIMONIALS
Notes from our clients
"Had a great experience working with the team. They really pushed the boundaries to meet the deadlines that were committed & provide customized data downloads when needed."
FI MONEY
"We had a great and seamless experience. Everything was quite on time and the key POC was very helpful and prompt. The quality was great — the team came forward and helped us at every step."
MAMA EARTH
"The quality of consumers recruited are always fabulous, please continue maintaining the same. Thanks for prompt response at all times — really appreciate the quick response and quality of work."
PIRAMAL HEALTHCARE
TESTIMONIALS
Notes from our clients
"Had a great experience working with the team. They really pushed the boundaries to meet the deadlines that were committed & provide customized data downloads when needed."
FI MONEY
"We had a great and seamless experience. Everything was quite on time and the key POC was very helpful and prompt. The quality was great — the team came forward and helped us at every step."
MAMA EARTH
"The quality of consumers recruited are always fabulous, please continue maintaining the same. Thanks for prompt response at all times — really appreciate the quick response and quality of work."
PIRAMAL HEALTHCARE
TESTIMONIALS
Notes from our clients
"Had a great experience working with the team. They really pushed the boundaries to meet the deadlines that were committed & provide customized data downloads when needed."
FI MONEY
"We had a great and seamless experience. Everything was quite on time and the key POC was very helpful and prompt. The quality was great — the team came forward and helped us at every step."
MAMA EARTH
"The quality of consumers recruited are always fabulous, please continue maintaining the same. Thanks for prompt response at all times — really appreciate the quick response and quality of work."
PIRAMAL HEALTHCARE
Frequently asked questions
How long does a purchase journey study take? A full purchase-journey research study
Can this study cover both online and offline purchase channels?
Do you cover rural and Tier-2/3 markets?
What sample size is needed for a reliable journey map?
How long does a purchase journey study take? A full purchase-journey research study
Can this study cover both online and offline purchase channels?
Do you cover rural and Tier-2/3 markets?
What sample size is needed for a reliable journey map?
Know where your consumers are lost — before you spend another rupee.
Contact us for purchase-journey consulting; share your category and challenge, and we will get back to you.
Know where your consumers are lost — before you spend another rupee.
Contact us for purchase-journey consulting; share your category and challenge, and we will get back to you.
INSIGHTS SQUARE
OFFERINGS
USA
Market Xcel Data Matrix Inc
5741 Cleveland street, Suite 120, VA beach,
VA 23462
SINGAPORE
Market Xcel Data Matrix Pte. Ltd.
190 Middle Road, # 14-10 Fortune Centre, Singapore - 188979
NEW DELHI
Market Xcel Data Matrix Pvt. Ltd
1st Floor, A-23, JDKD Corporate, Mohan Cooperative Industrial Estate, Mathura Road, New Delhi - 110044
Market Xcel Data Matrix © 2026 (v1.1.3)
INSIGHTS SQUARE
OFFERINGS
USA
Market Xcel Data Matrix Inc
5741 Cleveland street, Suite 120, VA beach,
VA 23462
SINGAPORE
Market Xcel Data Matrix Pte. Ltd.
190 Middle Road, # 14-10 Fortune Centre, Singapore - 188979
NEW DELHI
Market Xcel Data Matrix Pvt. Ltd
1st Floor, A-23, JDKD Corporate, Mohan Cooperative Industrial Estate, Mathura Road, New Delhi - 110044
Market Xcel Data Matrix © 2026 (v1.1.3)
INSIGHTS SQUARE
OFFERINGS
USA
Market Xcel Data Matrix Inc
5741 Cleveland street, Suite 120, VA beach,
VA 23462
SINGAPORE
Market Xcel Data Matrix Pte. Ltd.
190 Middle Road, # 14-10 Fortune Centre, Singapore - 188979
NEW DELHI
Market Xcel Data Matrix Pvt. Ltd
1st Floor, A-23, JDKD Corporate, Mohan Cooperative Industrial Estate, Mathura Road, New Delhi - 110044
Market Xcel Data Matrix © 2026 (v1.1.3)
INSIGHTS SQUARE
OFFERINGS
USA
Market Xcel Data Matrix Inc
5741 Cleveland street, Suite 120, VA beach,
VA 23462
SINGAPORE
Market Xcel Data Matrix Pte. Ltd.
190 Middle Road, # 14-10 Fortune Centre, Singapore - 188979
NEW DELHI
Market Xcel Data Matrix Pvt. Ltd
1st Floor, A-23, JDKD Corporate, Mohan Cooperative Industrial Estate, Mathura Road, New Delhi - 110044
Market Xcel Data Matrix © 2026 (v1.1.3)