Users of the platform, dubbed Path-2-Purchase, can field location-based surveys to track consumers’ motivations and emotions during the purchase cycle.

The company says the tool allows researchers to integrate passively obtained behavioural data with insights from its Point-of-Emotion mobile surveys, gathered at the same time a user experiences a product or service.

Researchers will also be able to append visit histories to gain insights on which consumers visit which locations, how frequently they visit and for how long.

Chris St. Hilaire, co-founder and chief executive of MFour, said the company has launched the product to help clients define what customer journeys look like. He added: “Our goal is to democratise market research so that it is accessible to all decision makers within an organisation.”