Are you leveraging your path to
Hans Raemdonck
purchase as a path to growth?
LIFE Path: Research that helps clients develop their path to
purchase marketing strategy
We have clarified what marketers need to know, but it
can be challenging to obtain this information. Traditional
research approaches often don’t cut it: they are too
descriptive, ignore the difference between dormant and
active consumers, or worse, provide erratic insights
because the information relies too much on long-term
memory of the respondents.
At Ipsos, we have developed LIFE Path, a holistic,
modular approach to path to purchase understanding
that involves social media intelligence, passive metering,
and qualitative and quantitative research – so marketers
can assess which touchpoints are most influential in
generating sales. Figure 3 describes each module of
LIFE Path.
Figure 3
LISTEN INTERVIEW FOLLOW ENGAGE
Social media insight
into the digital
conversation and
content landscape
of potential shoppers Structured survey with
omnichannel touchpoint
modeling to gain holistic
P2P understanding Passive metering of
digital behavior for
granular understanding
of digital aspects of the
path to purchase Behavioural science-
enabled qualitative
research for deep
understanding of the
“why” behind the “what”
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