When is consumer journey mapping useful?
How consumers interact and shop brands constantly evolves and never has this been more true than in the time of COVID-19. Consumer Journey Mapping is useful in that it allows businesses to see their brand from the consumer’s perspective and understand the true moments that matter (MTM). With that viewpoint they can understand how to optimize the experience, influence consumer decision and, ultimately, grow the brand.
We take a two-phased approach to consumer journey mapping
Discovery
Using a combination of mobile shop-alongs or diaries and follow-up in-depth interviews, we observe consumers path to purchase “in-the-moment.” Though loosely guided with specific exercises / prompts, no sequence of events is assumed; the path is observed as it naturally unfolds. Findings from this phase of research form the foundation of the consumer journey map.

Validation
A robust online survey effort is then used to validate the order of steps, and size the influences, motivations, and barriers identified in qualitative discovery.
Additional lines of questioning may also be included to test hypotheses developed in response to findings from qualitative discovery.
