Map the Path to Purchase
With Consumer Purchase
Journey Research
Map the Path to Purchase With Consumer Purchase
Journey Research
Map the Path to
Purchase With
Consumer Purchase
Journey Research
Map the Path to Purchase
With Consumer Purchase
Journey Research
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
700+
Consumer research projects delivered across India
5M+
Verified panellists on Xcel Global Panel
300+
Districts covered — metro to rural Bharat
20+
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
20+
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
20+
Regional languages for authentic, back-verified research
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 and brand consideration is getting lost."
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 systematically under-invested. A brand consideration journey research study shows you exactly where the disconnect is.
"We know consumers are aware of our brand — but they're not choosing us at the moment of purchase and brand consideration is getting lost."
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 systematically under-invested. A brand consideration journey research study shows you exactly where the disconnect is.
"We know consumers are aware of our brand — but they're not choosing us at the moment of purchase and brand consideration is getting lost."
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 systematically under-invested. A brand consideration journey research study shows you exactly where the disconnect is.
"We know consumers are aware of our brand — but they're not choosing us at the moment of purchase and brand consideration is getting lost."
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 systematically under-invested. A brand consideration journey research study shows you exactly where the disconnect is.
"Our competitor grew 40% in a market where we were already present. How?"
Competitor intercept happens at specific, identifiable moments in the journey; a retailer recommendation at point of sale, an influencer mention during active evaluation, a better in-store experience. With competitor interception journey research, we map where they are winning and at which stage the shopper switches, so you can reclaim the moments that matter.
"Our competitor grew 40% in a market where we were already present. How?"
Competitor intercept happens at specific, identifiable moments in the journey; a retailer recommendation at point of sale, an influencer mention during active evaluation, a better in-store experience. With competitor interception journey research, we map where they are winning and at which stage the shopper switches, so you can reclaim the moments that matter.
"Our competitor grew 40% in a market where we were already present. How?"
Competitor intercept happens at specific, identifiable moments in the journey; a retailer recommendation at point of sale, an influencer mention during active evaluation, a better in-store experience. With competitor interception journey research, we map where they are winning and at which stage the shopper switches, so you can reclaim the moments that matter.
"Our competitor grew 40% in a market where we were already present. How?"
Competitor intercept happens at specific, identifiable moments in the journey; a retailer recommendation at point of sale, an influencer mention during active evaluation, a better in-store experience. With competitor interception journey research, we map where they are winning and at which stage the shopper switches, 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 study
We walk alongside consumers in-store and online to observe real retail behavior and decision-making in context — not what they recall, but what actually happens in the moment.
Accompanied shopping study
We walk alongside consumers in-store and online to observe real retail behavior and decision-making in context — not what they recall, but what actually happens in the moment.
Accompanied shopping study
We walk alongside consumers in-store and online to observe real retail behavior and decision-making in context — not what they recall, but what actually happens in the moment.
Digital diary studies
Consumers log their path in real time via mobile. With real-time consumer journey tracking, we capture micro-moments, information searches, and influencer interactions as they happen over the purchase cycle.
Digital diary studies
Consumers log their path in real time via mobile. With real-time consumer journey tracking, we capture micro-moments, information searches, and influencer interactions as they happen over the purchase cycle.
Digital diary studies
Consumers log their path in real time via mobile. With real-time consumer journey tracking, we capture micro-moments, information searches, and influencer interactions as they happen over the purchase cycle.
In-depth interviews
Through consumer interviews, we retrace the purchase decision with individual respondents to surface the actual 'why' and necessary buyer insights, especially the factors consumers didn't plan to act on but did.
In-depth interviews
Through consumer interviews, we retrace the purchase decision with individual respondents to surface the actual 'why' and necessary buyer insights, especially the factors consumers didn't plan to act on but did.
In-depth interviews
Through consumer interviews, we retrace the purchase decision with individual respondents to surface the actual 'why' and necessary buyer insights, especially the factors consumers didn't plan to act on but did.
Large-scale quantitative survey
This survey research validates journey patterns across statistically representative samples — national or regional. Confirms which qual findings are widespread and which are outliers.
Large-scale quantitative survey
This survey research validates journey patterns across statistically representative samples — national or regional. Confirms which qual findings are widespread and which are outliers.
Large-scale quantitative survey
This survey research validates journey patterns across statistically representative samples — national or regional. Confirms which qual findings are widespread and which are outliers.
Exit interviews at point-of-sale
Purchase feedback; immediate post-purchase conversations at the retail or digital checkout, what actually happened in the last 30 minutes of the decision.
Exit interviews at point-of-sale
Purchase feedback; immediate post-purchase conversations at the retail or digital checkout, what actually happened in the last 30 minutes of the decision.
Exit interviews at point-of-sale
Purchase feedback; immediate post-purchase conversations at the retail or digital checkout, what actually happened in the last 30 minutes of the decision.
India callout
We conduct purchase journey research across urban, Tier-2, Tier-3, and rural markets, covering kirana, modern trade, D2C, and regional e-commerce. Studies run in 12+ regional languages, with professionally translated and back-verified instruments.
India callout
We conduct purchase journey research across urban, Tier-2, Tier-3, and rural markets, covering kirana, modern trade, D2C, and regional e-commerce. Studies run in 12+ regional languages, with professionally translated and back-verified instruments.
India callout
We conduct purchase journey research across urban, Tier-2, Tier-3, and rural markets, covering kirana, modern trade, D2C, and regional e-commerce. Studies run in 12+ regional languages, with professionally translated and back-verified instruments.
WHAT YOU GET
Purchase journey insights built for
decision-making
Purchase journey insights built for
decision-making
End-to-end journey map
A stage-by-stage visual of the customer path, with touchpoint mapping of your brand's presence (and absence).
End-to-end journey map
A stage-by-stage visual of the customer path, with touchpoint mapping of your brand's presence (and absence).
End-to-end journey map
A stage-by-stage visual of the customer path, with touchpoint mapping of your brand's presence (and absence).
End-to-end journey map
A stage-by-stage visual of the customer path, with touchpoint mapping of your brand's presence (and absence).
Channel effectiveness ranking
Touchpoint analysis revealing which touchpoints are actually driving decisions versus which are consuming budget without influencing outcomes.
Channel effectiveness ranking
Touchpoint analysis revealing which touchpoints are actually driving decisions versus which are consuming budget without influencing outcomes.
Channel effectiveness ranking
Touchpoint analysis revealing which touchpoints are actually driving decisions versus which are consuming budget without influencing outcomes.
Channel effectiveness ranking
Touchpoint analysis revealing which touchpoints are actually driving decisions versus which are consuming budget without influencing outcomes.
Friction audit
The 3–5 specific drop-off points where consumers are dropping off or switching, with the reason why, and what it would take to fix each one and reduce conversion leaks.
Friction audit
The 3–5 specific drop-off points where consumers are dropping off or switching, with the reason why, and what it would take to fix each one and reduce conversion leaks.
Friction audit
The 3–5 specific drop-off points where consumers are dropping off or switching, with the reason why, and what it would take to fix each one and reduce conversion leaks.
Friction audit
The 3–5 specific drop-off points where consumers are dropping off or switching, with the reason why, and what it would take to fix each one and reduce conversion leaks.
Competitive intercept map
Tap into competitor switching behaviour mapping, where and how competitors are winning consumers away from you, and at which specific stage of the journey.
Competitive intercept map
Tap into competitor switching behaviour mapping, where and how competitors are winning consumers away from you, and at which specific stage of the journey.
Competitive intercept map
Tap into competitor switching behaviour mapping, where and how competitors are winning consumers away from you, and at which specific stage of the journey.
Competitive intercept map
Tap into competitor switching behaviour mapping, where and how competitors are winning consumers away from you, and at which specific stage of the journey.
Opportunity matrix
Interventions prioritised by estimated impact and ease of execution — so your team knows what to fix first as per optimization strategy.
Opportunity matrix
Interventions prioritised by estimated impact and ease of execution — so your team knows what to fix first as per optimization strategy.
Opportunity matrix
Interventions prioritised by estimated impact and ease of execution — so your team knows what to fix first as per optimization strategy.
Opportunity matrix
Interventions prioritised by estimated impact and ease of execution — so your team knows what to fix first as per optimization strategy.
Action plan for your marketing team
Clear, direct strategic recommendations — written for the people who will act on it.
Action plan for your marketing team
Clear, direct strategic recommendations — written for the people who will act on it.
Action plan for your marketing team
Clear, direct strategic recommendations — written for the people who will act on it.
Action plan for your marketing team
Clear, direct strategic recommendations — written for the people who will act on it.
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)