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Purchase Decision Research

Identify and understand the key decision-makers, gatekeepers, and influencers along the path to purchase. Uncover the decision-making factors and motivations to make you their 1st choice.

Not all buyers are alike – they can be segmented by firmographics (e.g., company size) and by attitudes, needs, and decision-making styles.

Insight Survey helps you:

  • Map out the buying and decision-making process in your market
  • Identify key decision-makers and influencers
  • Understand motivations and influences behind buying behaviour
  • Craft the right messaging and value proposition to become the preferred supplier

Key questions addressed include:

  • What are the geo-demographic and firmographic profiles of customers?
  • Who makes and who influences purchase decisions?
  • What is the decision-making process and key purchase journey touchpoints?
  • What factors influence supplier choice?

Case Study:

Gaining a Competitive Edge in High-Stakes Tender Decisions

To illustrate how buyer insights can drive strategic advantage, here’s how Insight Survey helped a leading Insurance company uncover the key drivers behind purchase decisions and improve their success rate in competitive tenders.

Business Challenge

Despite a prominent Insurance company’s strong market presence, its success rate in large employee benefits/pension fund tenders showed inconsistencies. To strengthen its competitive position, the organisation sought to understand the rational and emotional drivers behind purchase decisions, particularly from key decision-makers and influencers involved in tenders for employee benefit and investment solutions.

Research Methodology

The research comprised qualitative in-depth interviews with decision-makers at Board of Trustee, Principal Officer, and C-Suite levels across companies previously involved in tenders with the Insurance company. The focus was on both umbrella fund and consulting tenders.

Impact

The insights derived from this study gave the company a comprehensive understanding of stakeholder expectations and competitor advantages. By focusing on flexibility, communication, and personalisation, the Insurance company was able to improve its success rate in tenders and strengthen its competitive position in South Africa’s employee benefits market.

In B2B decision making is complex. It can involve many different people with different roles, agendas and preferences. We carefully uncover this dynamic and get to the root of who really wields power.

Not all buyers are the same. They can be segmented into distinct groups based on firmographics like company size or activity, and also according to their attitudes, needs and approach to decision-making.

Our studies help you detail the right strategy through the following process:

  • Map out the decision-making and buying process in your market
  • Identify who you should seek to influence, when and how
  • Uncover the motivations behind and influences on their buying behaviour
  • Identify the proposition and messaging which will make you their 1st choice

Examples of questions that we will help you to answer:

  • What is the geo-demographic profile of my customers?
  • What is the firmographic profile of customers?
  • Who makes the decisions and who are the influencers within your target market?
  • What is the typical decision-making process?
  • What are the key factors that influence the choice of a supplier?
  • What are the critical touch-points through the purchase journey?

Based on our experience, we usually conduct Online Surveys or Telephonic Surveys with customers using our in-house telephonic survey unit. However, depending on the target market and your needs, we conduct Personal In-depth Interviews or Focus Groups Discussions with B2B customers.

For more about our research process, click here.

Let’s Connect

Our team will respond within the next 24 hours, sooner if possible.
If the inquiry is more urgent, please call 021 045 0202 (Cape Town) or 010 140 5756 (Johannesburg).