No guesswork, no long wait times.
Understand why customers buy
Ask buyers what influenced their choice and which factors shaped the final purchase.
01
DISCOVERY
Learn how products enter customer consideration
Purchase decisions begin before a customer compares prices or visits a store. Recommendations, previous experience, advertising, and availability can determine which options receive attention.
Canvass asks recent buyers how they first encountered the category and which sources influenced their search. Teams can see where consideration begins for the customers they want to reach.
Identify the factors that shape comparison
Customers may compare products using criteria that differ from the attributes a company promotes. Price, availability, trust, product performance, and after-sales support can carry different weight across markets.
Conversational surveys ask buyers to explain what they compared and why each factor mattered. Canvass groups those explanations so teams can see which criteria influence the final choice.
02
CRITERIA
03
JOURNEY
Follow the path from interest to purchase
A completed sale can involve several steps across online and physical channels. Delays or missing information at any stage may change what the customer eventually buys.
Canvass collects reported purchase journeys in the buyer’s own words. Researchers can examine where customers sought information, evaluated an option, and completed the transaction.
Understand the alternatives buyers considered
A company may define competitors by product category while customers compare a wider set of solutions. Informal providers, existing habits, or postponing the purchase can all compete for the same decision.
Canvass asks buyers which alternatives they considered and what removed each one from contention. Teams can understand the choice set from the customer’s perspective.
04
ALTERNATIVES
05
SEGMENTS
Compare buying behaviour across customer groups
Customers in different locations or life stages may discover and purchase the same product in different ways. A single journey model can overlook those variations.
Canvass collects the profile information required by the study and compares reported behaviour across defined groups. Teams can adapt distribution and communication to the patterns supported by the research.
Keep purchase findings tied to real decisions
Purchase research becomes more useful when teams can review who bought, what they considered, and which circumstances shaped the choice. Summary charts alone cannot provide that context.
Canvass authenticates responses and preserves the study details behind each finding. Researchers can return to the reported decision process when evaluating product or channel changes.
06
EVIDENCE
No guesswork, no long wait times.