Over the past 12 years, Market-Partners has been researching how businesses and individuals make buying decisions. Our perspective on what constitutes a “buying decision” extends beyond deciding to issue a purchase order or pull out a credit card. In fact, it constitutes the entire process by which a business or individual becomes aware of an offering, develops interest in it, then makes a commitment to acquire and then to adopt it. By taking a holistic perspective that spans the entire Customer Buying Journey, from awareness to adoption, we are able to develop a deep understanding of how markets function including how alternatives are considered and why offerings may not be acquired and adopted, despite a clear value proposition.
Read more about our research, here.