Customer Decision-Making ProcessUncover what’s driving your customer’s purchase decisions

Do you know the reasons behind your customers’ purchase decisions?

The greatest advantage a company can have is understanding customer behavior better than it’s competitors. When a company knows what’s driving a customer’s decision-making process, it can craft a path to purchase that is more likely to close sales. Knowing customer behavior requires understanding the various interactions of decisional nuances and drivers. That’s why we created the Hanover Research Customer Decision-Making solution.

Hanover Research analysts explore the rationale behind specific purchases. We apply qualitative in-depth interviews to reveal purchase drivers and rationale and bring visibility to the “why” behind a sale, empowering you to position the right influencers at the right points in the decision-making cycle.

Companies that frequently conduct market research are 57% more likely to increase customer retention than those that do not.

Source: Hanover Research Market Research Impact Report

Understand the nuances of your customer decision-making process

Market Intelligence

Know what customers want, before they realize they want it.


Identify how future buying habits will adjust, change, or adapt.


Learn what customers you are missing out on and how to pull them in.

How it works: In-depth interviews to uncover customer decision-making

1 Created with Sketch.


Research approach and strategy consultation and determinization.

2 Created with Sketch.


Identification and recruitment of optimal potential buyer mix.

3 Created with Sketch.


Logistics and coordination including platform setup, A/V components, and incentive structure.

4 Created with Sketch.

Guide Development

Develop the in-depth interview guide focused on both surface-level demographics and deeper motivations and decision triggers.

5 Created with Sketch.


Customer interview facilitation with question guides and insightful follow up questions.



Coding, analysis, and reporting on the most salient themes and patterns found in the interview data using a state-of-the-art computer assisted qualitative data analysis software.

Mermet Leverages Path-to-Purchase Insights to Help Expand Its Online Presence

“We were exploring a website redesign as part of our overall effort to increase our brand’s online presence. With this goal in mind, we felt it was important to understand the path that potential customers of solar screen fabrics take in their purchase journey to inform our planning. Hanover’s analysis provided in-depth insights that helped us identify online content and services that will resonate well with customers.”

Colin Blackford, Director of Strategy & Innovation, Mermet

Make decisions with confidence, not guesswork

Hanover Research provides high quality, custom research and analytics through a cost-effective model that helps clients in the corporate, education, and healthcare sectors make informed decisions, identify and seize opportunities, and heighten their effectiveness.


Ongoing research agenda adapts with your organization’s needs


200+ analysts with advanced research expertise


Annual, fixed-fee model delivers shared costs and benefits


Exclusive account and research teams ensure strategic partnership

Put the power of our Customer Decision-Making Process solution to work