Whitepaper Category: Research Study

2021 Higher Education Research

The Parent and Student Journey


How did the enrollment journey change during the COVID-19 pandemic?

In this research study, we looked at the experience of parents and high school students between March 2020 and March 2021 as they searched for, evaluated, and decided on a higher education institution. Download the report to learn:

  • how many students and parents visit a university website
  • what website information is most valuable to parents and students
  • how many students and parents made an on-campus visit during the pandemic
  • where universities can reach both students and parents on their journey
  • the impact of parent alma mater on students’ decision
2021 Shopper Study

The Modern Customer Journey Includes Both Retail And Online


Retailers were forced to innovate in a new business environment

The traditional customer shopping journey has been up-ended, but is it time for retail marketers to forget about driving in-store traffic?

Absolutely not. In Silverback Strategies’ new report, 2021 Shopper Study, we reveal the most surprising insights from 2020’s holiday shoppers. We’ll answer questions like:

  • How many shoppers went to a physical store to browse, shop or pick up gifts?
  • How many shoppers purchased online after an in-store visit?
  • What were shoppers’ primary concern when shopping for holiday gifts in 2020?

Resource Center

Home Services Buyer Research: Industry Breakdown Report


The customer journey in home services has become digital.

Companies need to adapt if they are to grow and attract new generations of customers. This study illuminates the path to finding and capturing these buyers.


  • What channels do home service buyers use to find service providers?
  • How do customer ratings and reviews impact the customer journey?
  • How do buyers evaluate home service providers?
  • What are the key differences across home service industries?
Resource Center

The Customer Journey in Consumer Services


Understand your buyers so you can win more business.

In the Summer of 2020, Silverback Strategies surveyed 1,066 U.S. adults who recently purchased a service for themselves or their home. The purpose of this study was to better understand consumer behavior, so service providers can improve their marketing.


  • Where buyers go when they first realize a need, and how that varies by generation
  • How companies can build brand awareness online
  • Why some companies have a distinct sales advantage than others
  • What role customer ratings and reviews play in the customer journey
  • How companies can adjust marketing strategies and tactics