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Path to purchase research services and capabilities

Do you want to strengthen messaging at a particular crossroads of your prospects’ path to purchase? Are your clients disappearing after just one purchase? Is there a particular part of the sales funnel that’s leaking leads? 

NewtonX path to purchase research insights gives you this granular level understanding of your clients’ experiences and motivations. You’ll optimize your entire path to purchase, fixing the cracks in your sales funnel along the way. 

Deeper understanding of every member of your buying teams and prospective clients informs strategic thinking with insights based on expert data. This reduces wasted spend on marketing campaigns that miss the mark and are in the wrong place, targeting the wrong people. Path to purchase research insights help you:

  • Create messaging that deeply resonates with buyers and prospects because it directly meets their needs and pain points
  • Generate content that will move clients along their path to purchase, with the information and social proof they need
  • Create marketing and advertising campaigns that speak to the right people, in the right place, at exactly the right time
  • Meet your buyers wherever they are on their customer journey, with whatever they need at every touchpoint 

Path to purchase 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. From professionals en masse to niche, hard-to-find audiences, the NewtonX Knowledge Graph can find the exact people to deliver the business insights you need. We’re the only customer loyalty research agency that’s developed proprietary research technology to keep up with market demands. Here’s just a sampling of who we pinpoint, for everything from 5,000+ participant surveys to curated groups of in-depth interviews.



  • 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?

path to purchase research
path to purchase research
path to purchase research
path to purchase research

6 stages of path to purchase research

The B2B path to purchase is not a straight line from A to B. Your clients may take several revolutions around the same road before they’re happy to move onto the next stage of their journey. Its crucial that businesses meet their prospects where they are, with whatever information they need. Path to purchase research gives you both the details and the overview you need to strategically plan excellent experiences for every client. The digital landscape complicates this journey mapping with a new set of touchpoints to account for. 

Each industry and business will have their own unique customer journeys, but generally B2B path to purchase research investigates each of these 6 stages:


Do customers know about and understand your service or product? This element of research identifies your clients and prospects, their needs and pain points, where they are and how to best connect with them.


Customers are considering your offering alongside others. Now you need research to tell you the priorities of each member of the buying team, and who has most influence over the final decision.

Decision time

To close the deal, you need everyone who needs to sign off on it to be happy. Path to purchase research insights tell you exactly what they need. 


The deal is done, now you need to know how to make an unforgettable first impression and deliver more than expected.

Repeat business

You need to address all aspects of customer service to ensure that you retain clients and boost customer loyalty. 


Your happy clients boost growth by being repeat customers, and being open to upselling and cross selling. They also boost your reputation with their recommendations. Path to purchase research helps you determine the most efficient ways to promote this positivity to new customers and continuously strengthen your brand. 

path to purchase research


B2B Customer Health Scores: 16 Questions for Success

The specific metrics that go into your customer health score should be customized to your business. Here are common customer health metric questions.

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. 

The Gabor Granger method for pricing optimization

Gabor Granger pricing analysis is a sequential monadic testing method used to determine your clients’ willingness to pay and the price elasticity of your products or services. It’s such a useful pricing optimization tool that

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.