What business challenge did the online marketplace need to solve?

The marketplace wanted a clearer understanding of the consumer decision journey before a transaction occurred.

The team needed to know when consumers began considering options, how many alternatives they evaluated, which information sources influenced discovery and comparison, what caused options to be eliminated, and whether AI tools improved the process.

The research also needed to identify meaningful differences by age, household income, employment status, purchase context, and AI usage. A topline report would not provide enough depth for product, marketing, personalization, and customer-experience decisions.

How did Compeers AI execute the consumer journey research?

Compeers AI analyzed a 50-question survey fielded to a large U.S. consumer sample. The study included screening rules, branching logic, ranking exercises, multi-select questions, demographic measures, and open-ended responses.

The platform brought the full dataset into one analytical workflow. It generated overall findings, subgroup comparisons, statistical significance testing, qualitative theme analysis, charts, an executive summary, and strategic recommendations.

This allowed the customer to connect what consumers did with why they made those decisions, while keeping the findings verifiable to the underlying survey data.

What did the consumer decision-journey study reveal?

Nearly six in ten consumers began considering their options within three months of the final decision. Most started with a preferred option or several alternatives already in mind.

Friends, family, and social media played the largest role in early discovery. During active research and comparison, online search became the dominant information source.

The benefits and experiences associated with an option were the leading selection criteria. Budget was the most common source of friction, cited by more than four in ten consumers. Limited time, excessive choice, and difficulty comparing total costs also complicated the process.

AI had become a meaningful, though secondary, decision-support channel. Consumers generally found AI recommendations relevant and useful, but privacy concerns, information overload, budget misalignment, and generic recommendations limited the experience.

How could the marketplace use the findings?

The research provided a stage-by-stage roadmap for improving discovery, comparison, and conversion. It identified opportunities to integrate peer and social proof, foreground the benefits consumers value most, create clearer budget-aware comparison tools, and make AI recommendations more selective, private, and personalized.

This use case demonstrates how Compeers AI can transform a complex consumer journey question into integrated, decision-ready guidance for marketplace product strategy, marketing, personalization, and customer experience.

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