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Mobile Marketing Research Association Webinar

Improving Customer Experiences With Path-to-Purchase Research
and Journey Mapping


What do my customers want? This is the question that every business must continuously answer and one that the smartest executives are focused on more than ever. Today’s technology is handing customers unprecedented control over the experience of purchasing goods and services. So how can you use that same technology to understand what the customer wants?

With mobile research, you can literally be with your customers while they are shopping for home improvement projects during every stage of their journey. From initial planning and research through to purchase and installation.

With home improvement it is especially critical to understand the customer journey and what causes customers to buy one brand over another. Home improvement projects require a lot of homework and attention to detail in making purchase decisions, and in most cases customers are buying multiple products and services required to complete their project.

During this webinar, Mark Michelson, Executive Director of the Mobile Marketing Research Association (MMRA), will share techniques and tips for capturing the path to purchase using mobile and online ethnography. 

Key Takeaways

  • How to design a mobile research study to understand the customer decision process
  • How to identify and define influential touch points along the path-to-purchase
  • Understand shopper behavior vs. sentiment (what they do vs. what they say)
  • Understand how to create and use a customer journey map



Presentation (PowerPoint)


About the Mobile Marketing Research Association

The rapid evolution and increasing use of mobile devices such as smart phones, tablets and the internet of things (IoT) is creating unprecedented opportunities for the marketing research industry. 

The Mobile Marketing Research Association (MMRA) exists to unite and serve the industry in promoting the use of mobile for research, including developing best practices, professional standards and privacy guidelines.

More information on MMRA can be found on their website: