Purchase Journey Case Study


A consumer electronics brand sought to develop an understanding of the headphone purchase journey, including triggers, specific needs and use cases, necessary and secondary benefits, relevance and influence of digital and physical touchpoints, in-store experiences, and other purchase decision considerations.

Research Design

Consumers participated in a three-day asynchronous online discussion forum. Participants were screened for past/intended purchase behavior as well as convenient access to a specified retailer location. As part of the online discussion forum, participants were asked to visit the retail location and document their in-store experiences with images or short video clips.


The research identified seven key insights regarding brand preference, category engagement, and the shopping journey. Russell Research then developed implications and recommendations based on each of those key insights.