Customer Journey Research
See the path customers take — and optimize every step.
Customer journey research maps how customers move through awareness, evaluation, purchase, onboarding, and ongoing use — revealing where experiences delight, where friction arises, and where opportunities exist to improve conversion, retention, and loyalty.
When to conduct
Customer Journey Research
Conduct customer journey research when you want to understand how customers actually behave at every stage of the experience — especially before making decisions about design, messaging, support, or channel investment that could influence conversion or retention.
What is
Customer Journey Research
Customer journey research analyzes the steps customers take — from first awareness through purchase, onboarding, and long-term engagement — to understand where value is delivered and where gaps erode experience. It blends behavioral insight with perception to give teams a true picture of how journeys unfold.
74%
of customers say they’ll switch brands due to a poor experience at key touchpoints. Understanding the journey helps organizations design experiences that reduce friction, increase satisfaction, and strengthen long-term value.
Sample Research
Questions We Answer
Question 1:
Where do customers experience friction or drop off?
Journey research identifies moments of confusion, delay, or frustration that interrupt flow — revealing where improvements will have the greatest impact on conversion and satisfaction.
48%
of users abandon the process at a stage where expectations aren’t met.
35%
report frustration with unclear next steps or lack of guidance during evaluation or onboarding.
Question 2:
Which touchpoints most influence long-term loyalty?
Beyond barriers, journey research shows which interactions, features, or supports increase satisfaction and the likelihood of repeat purchase or advocacy.
55%
of highly satisfied customers cite a seamless onboarding experience as a key loyalty driver.
42%
report that proactive support interactions increase their trust and engagement over time.
Why trust Emporia with your
Customer Journey Research
Understand how your customers actually move — not how you assume they do.
Customer journeys are rarely linear — and they’re often full of unseen friction that erodes satisfaction and revenue. Emporia’s customer journey research combines verified B2B respondents with expert study design to capture real behavioral and perceptual insight across stages. We help organizations map experience truthfully, identify key breakpoints where value is lost, and prioritize improvements that strengthen conversion, retention, and long-term loyalty.
Speed / Agility
Move from question to insight without sacrificing rigor. Emporia’s streamlined workflows and responsive research support allow teams to launch, field, and analyze studies quickly — so insights arrive while decisions are still being made, not after the moment has passed.
Verified B2B Respondents
Reach the right decision-makers with confidence. Every respondent is verified using professional attributes, ensuring your insights reflect real buyers, real roles, and real purchasing influence — not guesswork or self-reported profiles.
Expert Methodology
Get more than data — get direction. Our team partners closely on study design, framing, and interpretation, helping translate research outputs into clear strategic implications across pricing, positioning, and go-to-market execution.
Emporia gives us another perspective. Our product team does a really great job working with our existing customers: understanding and solving for their needs. Emporia allows me to find new audiences and conduct that initial research that helps set the stage for potential new customers, products and markets.
We were thrilled with Emporia’s excellent data quality, professionalism, responsiveness, and speed in delivering a very high-end, niche audience of investment fund managers and venture capital professionals.
We are often trying to recruit hard to reach audiences and so it's imperative for us to have high quality data and verified respondents. Emporia go above and beyond to help us and our agency partners not only reach the right audiences but enhance our customer understanding which is a great experience.
