How to Conduct Research for Customer Journey Mapping

Now, we all know the journey maps should be based on data, right? Not fairy tales. Even so, one of the most frequently asked questions I get from practitioners who are undergoing journey mapping initiatives is where I get all this data from.

Where do I get the real world information that I need to make something that’s realistic and credible. That’s what I want to talk to you about today. Journey mapping is a qualitative process, so that means we should use qualitative research methods to capture data. What I mean by that is anything that puts us in direct line of observation with more direct conversation with a representative of users. So let me introduce a few methods that allow us to do just that. The first method is customer or user interviews. Interviews allow us to capture firsthand stories about users experiences with our products. And not only that, how they were feeling as they did that, what mindsets and emotions they had as they went through that sequence of actions. These can be conducted over the phone or in person. So they’re super versatile. Now, we know that what people say they do is not always equal to what they actually do in real life. So I like to couple my user interviews with a first person method of observation, like a field study or a contextual inquiry that allows me to observe first hand what someone is actually doing, the discrepancies in what people report they do in user interviews, and what I observe them doing. A contextual inquiry are critical points in my research that I might want to further investigate. Really interesting points. Now, a third method and are really often underutilized method for customer journey mapping is Dirie studies. Daury studies are particularly useful for a customer journey mapping because there are longitudinal nature. I can ask people to capture an almost real time what they’re doing as they try to accomplishable how they feel about each stops and what kind of mindset they have as they try to do that.

That allows me to almost alleviate that fallible memory aspect that I’m relying on in interviews so supercritical to couple with my interviews. A fourth method is competitive analysis. This is particularly useful if you’re.

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