If a 32-year-old male Hispanic homeowner who’s married with two children and earns $50,000 to $74,000 a year stops at a Starbucks on a Monday morning on the way to work, how likely is he to do it again during the week? If his coffee stop on Tuesday is at a nearby Dunkin’ Donuts rather than the Starbucks, what’s his reason for the switch?
This is the kind of complex consumer algebra you now can solve with Path-2-Purchase™ location studies. The concept is similar to previous GeoLocation studies, but instead of a snapshot of what happens at a single location, it’s a moving picture of a consumer’s journey through the day, every day.
In the case of our young father with the morning coffee habit, the same advanced, smartphone-enabled location tracking that places him at Starbucks or Dunkin’ Donuts on a given day will track what happens afterward, or on the day after. Is he a Starbucks loyalist – except for the days when it’s his turn to bring in donuts for his team at work? Was he unhappy with the wait-time during his Monday coffee stop, leading him to switch shops the next morning? Or does further tracking indicate he’s brand agnostic when it comes to coffee, and stops at different shops on different days for more complex or more indistinct reasons?
What makes this hypothetical respondent particularly valuable to consumer research is his engagement with the Surveys on the Go® mobile research app. As one of more than 1.3 million active U.S. panel members who trust the app, he will have agreed to have his movements tracked on his phone, and he’ll be eager to take part in surveys triggered by his presence in locations relevant to a client’s research. Meanwhile, when he downloaded the app he provided detailed profile information such as ethnicity, parenthood and income – a profile crucial to meeting your need for reliably accurate, representative panel segmentation.
You can think of Path-2-Purchase™ as a blended brew of always-on Big Data tracking, augmented with targeted surveys fielded to the right people at the right time and place. You can expect insights that have a richer, more nuanced flavor that lets you tie numbers to people as you tell the story of what’s driving consumers’ daily decisions. For more on how Path to Purchase tracking and survey capabilities can help give you that richer blend of data you need to tell the story, just get in touch by clicking here.