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What survey research skills do you need to create a customer journey map?

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A customer journey map is a visual representation of how your customers interact with your brand across different touchpoints, from awareness to loyalty. It helps you understand their needs, pain points, emotions, and motivations, and how you can improve their experience and satisfaction. To create an effective customer journey map, you need to use survey research skills to gather and analyze data from your target audience. Here are some of the survey research skills you need to master.

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Ana Amaral

Head of CMI, Consumer & Market Insights Sr Manager, Insights e Comportamento do Consumidor, Pesquisa de Mercado…
József Hack-Handa PhD

As a socioligst I am a market and media researcher.
Fayne Frey, MD

Dermatologist | Founder, FryFace | Author, The Skincare Hoax | Educating consumers how to select a simple skincare…

1 Define your objectives

Before you design and conduct a survey, you need to have a clear idea of what you want to achieve with your customer journey map. What are the goals and outcomes you expect from the map? Who are the stakeholders and users of the map? What are the key questions you want to answer with the survey data? How will you measure the success of the map? Defining your objectives will help you focus your survey research and align it with your business strategy.

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Ana Amaral

Head of CMI, Consumer & Market Insights Sr Manager, Insights e Comportamento do Consumidor, Pesquisa de Mercado, Tendências, Business Strategy, UX Research, Inteligência de Mercado.
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Precisa estar claro no briefing qual é o motivo da empresa querer fazer a jornada do consumidor: conhecer melhor quem compra/consome a categoria é algo óbvio, mas queremos saber isso para que? Vender mais, vender melhor, cobrar mais caro, delimitar target, delimitar regi?es, lan?ar produtos, definir posicionamento de marca, etc. O objetivo em si está atrelado a qual problema de negócio que a empresa está passando no momento? Isso faz bastante diferen?a na hora de definir roteiro/questionário.

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József Hack-Handa PhD

As a socioligst I am a market and media researcher.
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Once again:if we want to make effect we need more methods. Of course the rational speak is one way. But the most of the people are not rational. So you have to give feel them in their heart, give emotional impulse.

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2 Segment your customers

Not all customers are the same, and neither are their journeys. You need to segment your customers into meaningful groups based on their characteristics, behaviors, preferences, and needs. This will help you create personalized and relevant customer journey maps for each segment. You can use various criteria to segment your customers, such as demographics, psychographics, purchase history, loyalty, satisfaction, or feedback. You can also use survey data to validate or refine your segments and identify the most important ones.

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Fayne Frey, MD

Dermatologist | Founder, FryFace | Author, The Skincare Hoax | Educating consumers how to select a simple skincare regimen that promotes healthy skin. And reminding you that you’re awesome the way you are!
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In my experience, a key survey research skill for crafting customer journey maps is customer segmentation. Recognizing the diversity in customer journeys, it's crucial to adeptly define meaningful segments using criteria like demographics, psychographics, purchase history, loyalty, satisfaction, and feedback. Survey data plays a vital role in validating and refining these segments, helping prioritize their importance in the journey mapping process.

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Ana Amaral

Head of CMI, Consumer & Market Insights Sr Manager, Insights e Comportamento do Consumidor, Pesquisa de Mercado, Tendências, Business Strategy, UX Research, Inteligência de Mercado.
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Quando trabalhei em uma cervejaria, tínhamos 10 a 12 cervejas no portfólio e de fato segmentar os consumidores de forma atitudinal foi uma ótima estratégia para conseguirmos estabelecer posicionamento de marcas diferentes para o que no fundo era tudo cerveja... No entanto, n?o acho que seja sempre essencial segmentar clientes para qualquer tipo de produto ou servi?o. Há alguns que s?o commodities, produtos de massa em que segmentar muito pode também trazer vieses ao invés de ajudar. Mas sim, em regras geral definir segmenta??o ajuda especialmente em target de comunica??o.

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3 Choose your survey methods

There are many ways to collect survey data from your customers, such as online, phone, email, or in-person surveys. You need to choose the survey methods that best suit your objectives, budget, resources, and time frame. You also need to consider the advantages and disadvantages of each method, such as response rate, validity, reliability, bias, and cost. You may also want to use a combination of methods to reach a wider and more representative sample of customers.

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Ana Amaral

Head of CMI, Consumer & Market Insights Sr Manager, Insights e Comportamento do Consumidor, Pesquisa de Mercado, Tendências, Business Strategy, UX Research, Inteligência de Mercado.
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Gosto de simplificar dizendo que técnicas de metodologia qualitativa (focus group, entrevistas em profundidade, etnográficas, comunidades, etc) costumam ser ótimas para entender COMO as coisas acontecem e POR QUE acontecem. Já as técnicas quantitativas (questionários sejam online, in home, central location, testes de produto, etc) nos fazem entender O QUE está acontecendo e o QUANTO isso é ou n?o importante. Ambas metodologias s?o importantes e para jornada de consumidor no geral usa-se as duas combinadas.

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4 Design your survey questions

The quality of your survey questions will determine the quality of your survey data. You need to design your survey questions carefully to elicit the information you need for your customer journey map. You need to use clear, concise, and unbiased language, avoid leading or loaded questions, use appropriate scales and formats, and balance open-ended and closed-ended questions. You also need to test and refine your survey questions before you launch them to ensure they are valid, reliable, and easy to understand.

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Pamela Waite

Qualitative Consultant, Innovation & Insights Team
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Prepare to be creative and to revise your original discussion guide (DG) if you suspect that your participants aren't responding to your questions. A DG that is repetitive - "And then what do you do? Why did you do that?" - generates pat answers as the respondent discerns that you are plotting a map. When appropriate, ask questions like, "Do you ever feel that your choice of X isn't as logical as you'd like? When does that happen?" or "What's the smartest step(s) you take when purchasing X? Where along this journey does that happen? When do you surprise yourself?" Respondents will relate better to the moderator when there is no judgement and surprise choice points are to be anticipated along any consumer path.

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5 Analyze your survey data

Once you have collected your survey data, you need to analyze it to extract meaningful insights for your customer journey map. You need to use appropriate statistical techniques and tools to summarize, visualize, and interpret your data. You need to look for patterns, trends, gaps, and outliers in your data, and compare and contrast the results across different segments, touchpoints, and stages. You also need to validate and verify your data and findings, and address any limitations or errors.

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6 Present your customer journey map

The final step of your survey research is to present your customer journey map in a clear and compelling way. You need to use a visual format that shows the customer journey from the customer's perspective, highlighting their actions, thoughts, feelings, and needs at each touchpoint. You also need to include relevant data and insights from your survey research, such as satisfaction scores, pain points, opportunities, and recommendations. You need to tailor your customer journey map to your audience and purpose, and use a storytelling approach to engage and persuade them.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What survey research skills do you need to create a customer journey map?

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1 Define your objectives

2 Segment your customers

3 Choose your survey methods

4 Design your survey questions

5 Analyze your survey data

6 Present your customer journey map

7 Here’s what else to consider

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