As a data visualization tool, customer journey mapping is hard to beat. But too many journey maps are based on assumptions and not data. Maximizing the power of your journey maps is a matter of choosing the right one for the job, then planning your customer experience research accordingly (or vice versa).
Marc will review your journey mapping options and discuss when and how to use them. He’ll share some basic guidelines for conducting customer experience research based on an ethnographic approach.
How to evaluate your journey map options and select the appropriate one
How to create a structured, cross-channel ethnographic research plan
How to ensure solid data results using triple triangulation
How to get better results faster—and with lower costs
Marc will demonstrate how to turn smartphones into sophisticated research tools with ExperienceFellow, his mobile ethnography platform.