Customer Journey Research
Creating An Optimal Customer Experience Strategy
Customer Journey is understanding and mapping the entire customer experience from the time they become aware of a brand, product, or service, through the evaluation phase, to purchase. It goes beyond a single transaction to include all interactions including post-purchase word-of-mouth and even advocacy. Identifying the customer journey can provide invaluable insights.
- What drives shopping behaviors within the store/online?
- How do consumers feel about shopping at a retailer? What emotions are involved?
- What influences each step of the decision-making process?
- What is the role of promotion in the brand’s marketing?
- Does the brand’s package attract the attention of consumers?
- How is the brand perceived vis-à-vis competitive brands?
- What are the characteristics of the product category? High involvement? High interest?
How can we help you
Why Conduct Customer Journey Research?
In essence, customer journey research helps businesses step into their customers' shoes, empathize with their experiences, and proactively design and deliver exceptional interactions at every stage.
- Improve Customer Experience (CX)
- Enhance Customer Satisfaction and Loyalty
- Optimize Marketing and Sales Strategies
- Identify Gaps and Opportunities in the Market
- Increase Efficiency and Reduced Costs
- Better Internal Alignment and Collaboration
- Gain a Competitive Advantage
- Optimize Data-Driven Decision Making
Customer Journey Techniques
Qualitative Research/Ethnography
Depth interviews are great for analyses of perceptions and motivations. Ethnography in stores is valuable and revealing. Qualitative research and ethnographies can be conducted in-person or online qualitative discussions, video analysis, and diary studies.
Survey Research/Analytics
The goal of survey research is to utilize understand “cause and effect.” Once we know what is driving consumers, we know which levers to pull to change market share and drive profitability. Advanced Analytics techniques include: shelf-set research, shopper segmentation, employee research, choice modeling, etc.
Decision Analyst’s Experience
Helped a consumer packaged goods manufacturer improve trial purchases by identifying the hierarchy of consumer choice factors using a decision tree.
Helped a financial advisory firm identify the offers that have the most impact on potential investors’ decisions to hire (or not hire) a financial advisor using MaxDiff Analysis.
Helped a power tools manufacturer better understand the shopping behaviors and brand perceptions of Pros and DIYers using in store shop-along interviews.
Helped a cosmetic manufacturer gain a better understanding of consumer perceptions and usage of online retailers using a multi-phase qualitative approach (in-person focus groups, online depth interviews, and virtual website usability research).
Helped a b2b manufacturer gain a deeper understanding of their customer’s journey using both qualitative and quantitative methodologies.
Helped a major life and disability insurance company discover pain points and increase customer satisfaction in the purchasing process using in-depth interviews.
Helped a home storage manufacturer optimize the in-store environment (the organization and displays) using an online qualitative discussion forum.
Helped a healthcare retailer optimize their point-of-purchase (pop) messaging to be as effective as possible using online surveys of recent customers.
Helped a manufacturer of bathroom fixtures generate new ideas for bathroom accessories using Decision Analyst’s Applied Creativity Process® and virtual shopping excursions.
Helped a national retailer improve their store circular by identifying the areas of most importance to customers using a brand and advertising awareness survey.
Helped a regional upscale restaurant understand what constituted a loyal customer in order to better align internally on who their primary competitors were using big qual research.
Helped a large residential durable goods manufacturer improve communications, incentives, and promotions by using market segmentation to segment its dealer base.
Helped a utility company improve its mobile website for business customers before launch using usability research.
Helped a dairy product manufacturer discover what influenced purchase decisions and volume in order to optimize their product convenience stores using TURF analysis.
Helped a retailer expand into China using qualitative & quantitative research to gain a deeper understanding of consumers, their perceptions and how they shopped for and purchased relevant products.
Shopper Research Services
Decision Analyst offers services at every stage of the consumer's decision-making process:
Shopper Insights Team
Gretchen Riskind
Qualitative Consultant
Heather Hardiman
Qualitative Consultant
Why Use Decision Analyst?
Decision Analyst is a leading international marketing research and analytical consulting firm with over 45 years of experience in Shopping Research and Customer Experience Optimization. Our staff has helped thousands of companies improve their customer satisfaction and ROI.
Shopper Insights does not, and cannot, exist in a vacuum. Shopper Insights is one variable in a complex set of variables that impact a brand. These variables include branding, positioning, merchandising, product, packaging, pricing, advertising and promotion.
If you have questions you would like to discuss, or if you would like a proposal and cost estimate, please fill out the Contact Us form above or please email Bonnie Janzen, President, bjanzen@decisionanalyst.com or call 817-640-6166. We will get back to your quickly.
Accreditation
Decision Analyst is ISO 27001:2022 Certified
Decision Analyst is committed to the highest quality standards and maintains certification in ISO/IEC 27001:2022, the international standard for information technology and information security management systems. Learn more about our security practices.
