This study is made up of 27 survey questions, including 3 screeners. A 10–15 minute chat survey that works backwards from the purchase to reveal the full decision journey using Redge’s guided fantasy approach — a conversational technique that helps respondents mentally retrace their steps and recall authentic thoughts and emotions.

The study explores:

• What was purchased and when
• Triggers that initiated the purchase
• Consideration set — what alternatives were evaluated and why
• Decision drivers and barriers (e.g. price, brand trust, convenience, features)
• Moment of choice — what tipped the decision
• Usage experience — how the product or service performed vs expectations
• Strengths, weaknesses, opportunities, and threats from the user’s point of view
• Identification of Category Entry Points and need states that led to the purchase