research / Customer Journey research
Customer Journey Research
Reveal experience gaps. Prioritize actions. Accelerate results.
Customer journeys today are fragmented and dynamic. Buyers move fluidly between online and offline channels, form opinions across multiple stakeholders, and compare experiences across brands. Yet most companies still lack a unified, evidence-based view of how customers actually engage and where friction derails outcomes.
USP delivers that clarity. We map the full end-to-end journey capturing critical pain points, emotional triggers, and moments of truth that drive decision-making. Our research goes beyond your brand to include competitors and the broader ecosystem. Backed by 30+ years in the built environment, we help clients align teams, prioritize investments, and unlock growth through better experience.
Tailor made
Our research is always customized to fit your needs and helps you answer your business objectives through insights and advice.
Leading industry experts
Leverage our 30+ years of expertise in the construction, installation, and home improvement markets.
Insights and advice
Our mission is to provide insights and advice, not just data.
Clients we helped with customer journey research
What our clients say about us
Federico Itri
Associate Commercial Excellence Manager EMEIA at ASSA ABLOY Opening Solutions
We have a really good cooperation with USP, always great to do research projects together.
When you might need this?
Scenario 1
Mapping an Architect’s Journey for Premium Facade Materials
A facade solutions manufacturer notices architects significantly influence product specifications. However, they’re unclear about the touchpoints architects use to discover, research, and ultimately endorse facade solutions. By conducting a thorough Customer Journey Research, they hope to refine their outreach and sales strategy.
-
What initial sources of inspiration and information do architects rely on (trade journals, online communities, industry events)?
-
At which stage in the design process do architects finalize facade material choices, and what factors weigh most heavily?
-
How do architects prefer to interact with technical resources (e.g., samples, digital design tools, in-person consultations)?
-
What role does peer influence or recommendation from other architects play in product selection?
-
Which post-specification support services (technical guidance, troubleshooting) best solidify long-term relationships?
Scenario 2
Tracking the DIY Enthusiast’s Path to Purchase
A home improvement retailer wants to enhance its omnichannel strategy. They realize the journey of a DIY enthusiast often begins with online research but may end in a physical store. They commission a Customer Journey Research to identify pain points and opportunities across digital and offline touchpoints.
-
Which triggers (home renovation trends, social media inspiration, seasonal promotions) prompt a DIY consumer to start researching solutions?
-
How do product reviews, comparison tools, and influencer content shape their product shortlist?
-
What store experiences (helpful staff, interactive demos, easy returns) are most critical for closing a sale?
-
When do customers typically seek professional advice or installation, and how do these interactions affect brand loyalty?
-
How can loyalty programs or community events encourage repeat visits and advocacy among DIY enthusiasts?
Scenario 3
Optimizing the Contractor’s Equipment Purchase Journey
A power tools manufacturer suspects contractors are increasingly influenced by digital product reviews and peer forums before buying. By understanding each step—from discovering new tool innovations to finalizing bulk orders—they aim to improve the user experience and grow market share.
-
Which digital channels (online forums, trade associations, manufacturer websites) do contractors trust for product information?
-
What role does hands-on testing at trade shows or through sample programs play in the decision process?
-
How do contractors factor in durability, warranty, and service options when finalizing a purchase?
-
Do contractors prefer purchasing directly, via distributors, or through specialized dealer networks, and why?
-
Which post-purchase touchpoints (maintenance tips, spare parts availability) strengthen loyalty and future sales?
Key benefits of USP for your customer journey research
Custom made insights, tailored to your needs
Every customer journey, research, and business objective is unique; we understand this at USP. Every customer journey is tailor-made to fit your needs.
B2B and B2C
USP has extensive experience conducting customer journey research, focusing on the professional and consumer markets.
Worldwide coverage
USP can conduct customer journey studies worldwide.
Wide coverage of target groups and segments
USP can cover a wide variety of segments and target groups in the construction, installation and home improvement business value chain.
Qualitative and quantitative market research capabilities
USP can conduct both qualitative (in-depth interviews, group discussions, etc.) and quantitative (CATI, online, etc.) customer journey studies.
Research topics
Every customer journey research USP conducts is unique. However, there are some elements that are frequently part of our customer journey studies.
Discover
Internal kick-off to define objectives, align stakeholders, and outline the current (AS-IS) journey.
Explore
Qualitative deep dives to uncover frictions, emotional triggers, and key decision points.
Validate
Quantitative survey to prioritize improvements and quantify what drives customer experience.
Shape the future
TO-BE co-creation workshop to define solutions, build alignment, and chart the improvement roadmap.
Optional: MIRO board to support cross-team collaboration and implementation.
What You Get?
We provide you:
-
A validated, end-to-end AS-IS journey: how customers experience the category today
-
A prioritized TO-BE journey: where to focus improvements to unlock value
-
Quantified friction points and emotional drivers that influence decisions
-
Executive-ready deliverables to align stakeholders and drive buy-in
-
Clarity on where to invest time, budget, and resources for maximum impact
Why USP?
Why choose us?
-
Sector-specific expertise: 30+ years in the built environment
-
Dual B2B + B2C focus: from professionals to consumers
-
Designed for action: from insight to activation
-
Global coverage, local nuance: research across markets
-
Fully customized, not templated
Our customer journey experts
Maja Marković
Team Leader | Consultant
Dirk Hoogenboom
Head of New Business Development & Sales
FAQ
-
Can USP benchmark the results of a customer journey with competitors and/or similar industries?
Yes, as a specialized market research agency specializing in the construction, installation and home improvement market segments, we can benchmark the results of your customer journey research with results from adjacent or relevant industries and, depending on the research set-up, also with direct competitors.
-
What type of methodology does USP use when it comes to customer journey researches?
This depends of course on your wishes and the feasibility of the fieldwork. In many cases, B2B target groups in the construction and installation market segments don’t respond well to online research. Furthermore, the availability of online panels for target groups like contractors, installers, painters and so, is very low and typically of low quality. This is why USP frequently runs B2B customer journey studies via phone to ensure representativeness and the highest quality of results. This is the case for both qualitative and quantitative studies. For B2C target groups, online research is a much more viable option.
-
Can USP run customer journey researches in multiple countries at the same time?
Yes, one of the added values of working with USP, besides our three decades of experience in the construction, installation and home improvement segments, is that we can run our research projects in multiple countries simultaneous utilizing the same methodology and questionnaire (of course in native languages).
Contact us
Send us a message
Please contact our office or fill in the contact form and our specialists will contact you.
PHONE
+31 10 2066900ADDRESS
Max Euwelaan 51
3062 MA Rotterdam