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Customer journey research services and capabilities

Has something gone awry with your client relationships? Are prospects falling out of your sales funnel before they reach a purchase decision? Do you know why clients aren’t coming back? To get real answers to these complex questions, you need a deeper understanding of your entire customer experience. 

NewtonX uses customer journey research to map all your clients’ touchpoints during their path to purchase. This means you’re in exactly the right place, at the right time, with the right information for each member of your buyer teams.

Advertising effectiveness research

Brand awareness research

Brand equity research

Brand perception research

Brand sentiment research

Brand tracker

Message testing

Customer journey research to deliver both scale and specificity

Our technology reaches across 140+ industries to give you the scale of a panel combined with the depth of an expert network.



  • Cryptocurrency specialists advising on hedge fund projects 
  • Advertising professionals overseeing brand spend
  • Reddit users that visit Reddit for NSFW content
  • IT decision-makers evaluating cloud software services

Want to see how NewtonX can help you?

What is customer journey research?

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What are the benefits of customer journey research?

Customer journey research offers a multitude of advantages for businesses seeking to improve their customer experience and overall operations. Some key benefits include:

Enhanced Customer Understanding

Customer journey research allows businesses to gain deeper insights into their customers’ behaviors, preferences, and pain points. By understanding the customer’s perspective, companies can tailor their products, services, and marketing strategies more effectively.

Improved Customer Satisfaction

Identifying and addressing pain points in the customer journey can lead to increased customer satisfaction. When customers have positive experiences, they are more likely to become loyal and recommend the brand to others.

Increased Loyalty and Retention

A well-designed customer journey that meets customer needs and expectations can boost customer loyalty. Loyal customers are more likely to make repeat purchases, reducing the need for costly acquisition efforts.

Optimized Marketing Efforts

Customer journey research helps businesses identify the most effective touchpoints and channels for engaging with their target audience. This enables them to allocate marketing resources more efficiently and deliver relevant content.

Product and Service Enhancement

By pinpointing areas where customers face challenges or frustrations, companies can refine their products and services. This iterative process leads to better offerings that align with customer needs.

Competitive Advantage

Understanding the customer journey can set a business apart from competitors. Companies that consistently provide a seamless and positive experience gain a competitive edge in the market.

Cost Reduction

Eliminating or streamlining unnecessary touchpoints and processes can reduce operational costs. Customer journey research helps identify areas where efficiency improvements can be made.

Data-Driven Decision Making

Customer journey research relies on data analysis and insights. This data-driven approach empowers businesses to make informed decisions based on real customer experiences.

Alignment Across Teams

Creating a visual representation of the customer journey encourages cross-functional collaboration within an organization. Teams can work together to ensure that every department contributes to a consistent customer experience.

Adaptability to Change

Markets and customer behaviors evolve. Customer journey research allows businesses to stay agile and adapt their strategies as needed to remain relevant and responsive to customer needs.

What are the customer journey stages?

The customer journey is not a linear path; it consists of multiple stages that a consumer goes through when interacting with a brand or business. Understanding these stages is crucial for tailoring marketing strategies and providing relevant experiences.

It’s important to note that the customer journey stages are not always linear, and customers may move back and forth between them. Additionally, the digital landscape has introduced new touchpoints and complexities to the customer journey, making it essential for businesses to adapt and provide seamless experiences across various channels. Analyzing and mapping these stages for your specific industry and target audience is key to successful customer journey management.

While the specifics may vary from one industry to another, the general customer journey stages typically include:


This is the initial stage where a potential customer becomes aware of a brand’s existence, products, or services. Awareness can be triggered by various factors, including advertising, word of mouth, or online research. At this point, the customer might have a vague idea of their needs.


In the consideration stage, the customer starts to explore their options. They research different products or services, compare features, read reviews, and gather information to make an informed decision. Businesses need to provide valuable content and information to assist customers during this phase.


At this stage, the customer narrows down their choices and develops a preference for a specific brand or solution. Factors such as brand reputation, quality, price, and customer reviews play a significant role in shaping preferences.


The purchase stage is when the customer makes the final decision to buy a product or service. It involves the transaction itself, whether it’s online, in-store, or through other channels. Ensuring a smooth and convenient purchasing process is critical to prevent cart abandonment or hesitation.

Post-Purchase Experience

After making a purchase, the customer enters the post-purchase stage. This is a crucial phase where businesses have the opportunity to provide exceptional customer service, ensure product satisfaction, and encourage repeat purchases or loyalty.


In some customer journeys, satisfied customers become advocates for the brand. They may share positive experiences on social media, leave reviews, refer friends, or participate in loyalty programs. Advocacy can have a significant impact on brand reputation and new customer acquisition.

Loyalty and Retention

In ongoing relationships, businesses aim to foster customer loyalty and retention. This involves continuous engagement, personalized offers, and exceptional service to ensure customers remain loyal over time.

Upselling and Cross-Selling

Depending on the nature of the business, upselling and cross-selling opportunities may arise. Businesses can suggest complementary products or upgrades to existing customers to increase revenue.

The customer journey research process

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How to improve the customer journey

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Drive growth with a data-rich B2B customer journey map

A B2B customer journey map is a valuable growth tool when you build it with rich and trustworthy data and insights.

Rethinking the stages of the B2B buyer journey using custom research

The traditional B2B buyer journey is changing because buyers are accessing quality digital information at each stage of their purchasing decision. Buying behaviors have changed and you’ve got less time with buyers to influence their decisions. 

Why nailing the B2B customer experience is critical for your business

B2B industries are often focused on the ‘what’ of their products and services – a ‘here’s what we’re selling and why it’s good for your business’ approach.  But centering the customer experience is just as

Take it from the world’s leading companies.

NewtonX’s platform gives us continued confidence that we’re sourcing the highest quality data to drive critical business decisions.

Jason Talwar
Insights Executive with 15+ years of experience (Salesforce, Tableau, Microsoft)

I was really excited when we found NewtonX. Their Custom Recruiting has genuinely been a game changer for us in terms of data quality. Not only do I have much greater trust in the data, but the variation in the data means I can more easily provide actionable direction for our product and marketing teams without finding myself rationalizing away bad data.

Matt Harris Senior Customer Research & Insights Manager

Got your next question in mind?

NewtonX is the only B2B research company that connects researchers with the exact professionals required to solve any problem.