A common end goal of market research is to identify how a company can influence a consumer to purchase their product or service by understanding and filling a specific consumer need. Often times you can gather these insights by asking consumers how they feel about something, but other times you may want to actually see it so you have a deeper understanding of how they derived their answer. This is where our qualitative consumer journey studies come in – A.K.A getting “in-the-moment” with consumers.
**Full disclosure: These types of studies have been some of my absolute favorite that we have conducted!**
What the Journey Entails
When we think about a consumer journey we think about a broad range of topics, from understanding consumers’ path-to-purchase, (such as sending people to a specific store) to exploring how they perform an everyday activity (such as loading or unloading a dishwasher) to better understand how a process is being performed or a product used.
Below are a few images and verbatims that were collected after we ran an internal study to follow a consumer’s eating habits over two days in order to gauge how satisfying meals were and what opportunities were there to make breakfast, lunch, or dinner more satisfying.
|Female, 38, NJ, Married|
|Female, 37, IN, Married|
|Male, 46, Never Married|
How to Apply These Tactics to Your Research
Over time, we have created our own best practices in order to pull out the most insightful responses from consumers. These include:
- Conduct qualitative studies around 20-30 minutes per day in order to maximize response and minimize respondent fatigue
- Set expectations of what is needed from respondents prior to the study start
- Make sure to structure and order questions to negate any bias
- Studies should be conducted branded, blinded or a mix of both
- Introduces activities and assignments in an engaging and fun way – we all love fun!
- Use exercises that evoke an emotional response (i.e. image uploads, metaphorical internet image uploads, sentence completion, drawing activities, projecting techniques, etc.)
Wrapping up the Journey
With the increase of use and inundation of technology, being “in-the-moment” with a consumer is becoming critical throughout the research process. GutCheck’s ability to use our Instant Research Groups to understand the consumer journey allows us to quickly bring consumer insights to life. And the coolest part is that the speed and flexibility of our process allows for our clients to gain direction from target consumers in just a few days!
Dying to learn more? Learn how in-the-moment shopper insights gave a leading cosmetics brand a new direction at a popular global retailer in our downloadable case study!