Tracking a customer journey, a longitudinal technique traditionally achieved via accompanied shops or intercepts, allows you to record purchase influencers and changes in mindset over time. So how can researching customer journeys online enhance your research and help to give you richer insight?
To start with, it’s about the extra amount of time you can keep respondents engaged for. By using online qual you can spread many different tasks over a longer period of time – you can really track the purchase decision, step by step, from the inspiration to the point of purchase.
Customer diaries are very useful for tracking longer journeys and mapping the chronological order, and images/videos help to capture ‘out and about’ or ‘in the moment’ behaviour, in a store perhaps, or when browsing online.
Be it monitoring or tracking ad campaigns, website feedback, or Illustrating choice and offers, setting these types of task online can really help to build a bigger more in-depth picture of each stage of their customer journey. And don’t forget that throughout the process, you can monitor the way the decision has been influenced and the way it is changing.
Additionally, you can see these events and processes taking place live as they happen, giving you the flexibility to change or adapt your next research step if needed.