Customer Journey Research
Powerful audience insights that help organizations go beyond demographics to gain valuable insights into their customers’ deep motivations.
Comprehensive Customer Journey Research for Enhanced Engagement
Your customers don’t choose or use your product or service in a vacuum. Understanding a person’s journey is critical to ensuring positive experience and relevant communication. Customer-journey research helps our clients shift their perspective and walk in their customers’ shoes. The research takes a systematic approach to understanding and analyzing the complete experience a customer has with a brand, from initial awareness through to post-engagement interactions. Together, we identify key stages, touchpoints, and influences in the customer journey to optimize engagement, satisfaction, and affinity.
How we do it
Using journey-mapping tools, we capture the entire customer experience, highlighting customer goals, behaviours, pain points, and emotions at each stage. Businesses visualize the paths customers take, from initial interest to final decision and beyond. By identifying and refining critical touchpoints, businesses can interact more effectively and meaningfully with customers at moments that shape their decisions. Tailoring marketing strategies to specific moments in the customer journey aligns messaging with customer needs, boosting relevance and results. The overarching goal of this form of research is to streamline and enhance the customer experience, making it more efficient and enjoyable and thus increasing customer engagement, loyalty, and advocacy. Journey research can be combined with customized segmentations or personas to help you tailor strategies to specific customer groups.
Our customer-journey research draws on a mix of quantitative and qualitative research methods; we design each process to meet our client’s specific needs.
01
Qualitative Inquiry
The first step in the journey-mapping process, helping us unpack the critical journey elements, influences, and motivators. In particular, we gather insights that help our clients identify and overcome pain-points, challenges, and barriers to engagement across the journey. We employ in-depth interviews (online or in-person), ethnographies, diaries, observation, field studies, and in-the-moment ‘walk-throughs’, as well as relevant projective techniques and activities. Together, these approaches get to the heart of consumer decision-making in specific scenarios that are important to our clients’ success.
02
Quantitative Inquiry
Following the qualitative phase, quantification can confirm or nuance our understanding of significant aspects of the journey, helping the research and client team gauge the weight of specific phases and elements. These insights ultimately provide our clients with guidance as to how they should prioritize their engagement-building efforts and investments. Through surveys, customer data, patterns from loyalty programs, and/or website analytics, we add robustness and trackability to round out target audience understanding and increase confidence in decision-making.
How we deliver
Our experience conducting customer journey research across various sectors lets us deliver tailored strategies that account for specific market nuances. In addition to isolating pain points and areas of friction, we excel at helping clients pinpoint areas for more meaningful customer engagement, identify unmet needs and gaps in the market, and surface opportunities for innovation.
