Is your customer journey map half-baked? Here are the 5 pieces of research every customer journey map needs.

1. In-store surveys 
   Why not capture, analyze and integrate the insights from one of the most important shopping aspects – the trip to and through the store. The value of in-store insight can quickly, easily and affordably be accomplished – and provides information and insight few other methods can capture – that impact and drive important decisions.
2. In-store qualitative research
   Many companies are creating customer journey maps to get a better idea about the various stages, steps and decisions customers make along their journey. But a surprising few capture and integrate in-store qualitative research into their journey maps.
3. End-to-end quantitative research
   Without a committed approach to doing this, the connection to a shopper along their journey is lost and the ability to track, predict and link changes from one part of the journey to the next are next to impossible, resulting in a list of “focused improvement programs” that even if successful individually, are impossible to assess on the final shopper outcome.
4. At home qualitative research
   This brings home valuable post-purchase insights that often account for the difference between trust lost or loyal brand followers gained.
5. Online shopping research
   Uncovering online trends in shopper behavior enables us to get into the minds of customers to better identify and understand areas where they can be influenced.

If these critical issues are top of mind for you, you are ready for customer journey mapping. Please contact us at 1-800-549-7170 or send us an email for a free 30-minute consultation on this topic.

Gold Research Inc. has extensive experience in journey mapping, path-to-purchase research, deploying customer intercepts, in-store interviews, and mobile surveys for concept testing, marketing testing, satisfaction research, shopper insights, and mystery shopping. We can also act as an extension of your research team in helping with data processing, analysis, report development, and survey programming.