Customer Journey
See how your customers really shop – and what influences their choices.
The customer journey is not a straight line, but a dynamic network of interactions. A Customer Journey study using an online forum helps you understand which touchpoints strengthen the brand and which lead to customer churn, enabling you to make more informed business decisions.
We conducted that many thousands of quantitative interviews in 2024
Simple sales funnels are a thing of the past
We map your customers’ actual shopping journeys
Today’s consumer is online 24/7, browsing offers on their smartphone, comparing prices in a high street shop, adding items to their online basket, but buying in-store – and sometimes the other way round. Traditional research methods such as focus groups fail to capture this complexity, because they ask ‘what would you do’ rather than observing ‘what you do’.
That is why, for years, we have been using an online forum where we accompany customers for a few days or weeks, tracking their day-to-day decisions: from the initial inspiration through to the purchase and evaluation of their experience. We collect photos, screenshots, comments and reactions in real time.
The result is a comprehensive map of touchpoints showing where the brand is succeeding and where it is falling short – complete with clear recommendations that shorten the path from ‘I want’ to ‘I’m buying’.
The problems that Customer Journey solves
When is the customer journey the best approach?
“I don’t know at which stage I’m losing customers”
The Customer Journey identifies the points at which users abandon their purchase. It also highlights the specific factors that prevent them from progressing to the next stage.
“My marketing efforts aren’t translating into customer decisions”
CJ reveals which touchpoints actually influence brand choice. This makes it easier to invest in channels that deliver tangible results.
“Customers say one thing but do another”
Traditional surveys often fail to reflect actual behaviour. The Customer Journey is based on observing real-world actions, which provides a reliable picture of the purchasing process.
“I don’t know what customers feel and think when they’re making a decision”
Decisions are largely emotional. CJ helps to identify the concerns, needs and motivations that drive those choices.
“My offer or communication is unclear to customers”
Information that is too complex makes it difficult to make a decision. The Customer Journey highlights which elements of the offering and communication need to be simplified or strengthened.
“Different customers shop in completely different ways, and I don’t know how to reconcile that”
Different customer segments have different journeys and needs. CJ enables you to map these and design experiences tailored to each group.
CONTACT US
Ask us about implementing a Customer Journey
The Customer Journey provides insights that cannot be gained by any other means: it reveals customers’ actual behaviour, rather than what they say they do. Brands that invest in understanding this journey are quicker to remove barriers and grow faster.
“If you want to see what your customers’ decision-making process really looks like, let’s talk about the customer journey for your brand.”
Agnieszka Górnicka, CEO of Inquiry Ltd
ABOUT US
Who are we?
Inquiry is a full-service research agency operating in Poland and on international markets. For over 20 years, we have been helping brands make the right decisions by providing reliable insights from quantitative and qualitative research. We specialise in consumer analysis, purchase journeys and research for the retail sector. We believe that it is not data that shapes the future, but understanding it.
WHAT MAKES INQUIRy STAND OUT
What is it like to work with us?
understanding
Decisions over reports
Data is only useful if it leads to action. That’s why, instead of endless spreadsheets, you get the answers you’re looking for.
cooperation
A team that thinks alongside you
From our very first meeting, we focus on the decision you intend to make. We select methods and questions designed to guide you, step by step, towards achieving your goals.
comprehensive
Local insight, a broad perspective
We are a member of the international Ebeltof Group, which gives us access to the latest insights into global trends, which we then put to use for our clients.
How can we help you?
Quantitative and qualitative research
Research conducted abroad
Creating innovation
Innovation Groups
Omnibus Tracking
TrackLiteTM
Price Perception Survey
PriceVisionTM
Discover our projects
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RetailUnderstanding Furniture Choice Drivers in the Home Retail Journey
Industry:
Food RetailThe challenge:
Shaking off the image of an ‘expensive shop’ without lowering actual prices.Read
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Food & SnacksHow savoury snack flavours become iconic
Industry:
RetailThe challenge:
Conducting a quantitative survey in more than a dozen countries simultaneously, from Brazil to China and from the USA to AustraliaRead
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Watches & AccessoriesReviving a Swiss Watch Icon Across Former Yugoslav Markets
Industry:
Food RetailThe challenge:
Shaking off the image of an ‘expensive shop’ without lowering actual prices.Read
SHOP
Our reports
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free reportinternational case studiesretailRetail Innovations 20 (2025)
Retail Innovations 20 summarises two decades of global changes in the retail sector and features dozens of inspiring…
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free reportinternational case studiesretailRetail Innovations 21 (2026)
Retail Innovations 21 summarises two decades of global changes in the retail sector and features dozens of inspiring…