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Pathway To PurchaseKnow the road your customers travel from inspiration to purchase

How do your customers navigate their purchases?

The pathway to sales is not always a straight line. What does your customer’s journey look like? Does it have multiple points of influence? When you know a customer’s pathway to purchase, you can shape their experience and have it lead toward your brand. Using the Hanover Research Pathway to Purchase solution, we reveal triggers that initiate a sales path. You’ll know which customers purchase certain types of products. You’ll even learn the characteristics of high and low-frequency buyers, purchase channels, brand considerations, and more.

Built upon reliable quantitative survey results and thoughtful qualitative research, Hanover Research data scientists are able to define and explain the audience’s path to purchase and you’ll learn where your brand needs to go next.

Companies that tailor offerings to buyer segments secure 15% more annual profit.

Lead prospective customers to your brand


Uncover what inspires a customer to begin a journey to purchase.


Identify people who are more likely to be your customers.


Adjust the messaging, media, and sales points to mirror the customer’s pathway to purchase.

How it works: Pathway to Purchase

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Path to Purchase Surveys

Hanover designs, administers, and analyzes a Path to Purchase survey that uncovers key inflection points, customer painpoints, and purchase decisions along the customer journey.

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Qualitative Research

Hanover plans and facilitates a qualitative study such as customer interviews or digital ethnographic studies to gather rich behavioral data on how and why customers begin the purchase journey and make their ultimate purchase decision.

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 Pathway to Purchase solution to work

Become a client

Access the best custom research to help hit your organization’s goals. Request your custom consult below and a member of our team will be in touch.

Have questions? Please visit our contact page.

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