Abstract: Under the present invention information corresponding to a purchase decision is qualitatively collected (e.g., through in-depth interviews) from a first set of consumers. The information is used to determine the complete set of elements that impact the purchase decision. Thereafter, a process map is developed that incorporates the elements and the decision stages in the consumer decision process. The set of elements is then quantitatively validated based on survey data received from a second, bigger set of consumers. If the set of elements are validated, they will be mapped to the set of decision stages based on the survey data, and assigned impact scores. Based on the mapping and the scores, a global map that models the consumer decision process is developed.