Summary
Magic Lab does not believe that insight is owned solely by the insight team. We would like to share a case study of how we brought together four different functions to undertake a customer journey mapping and needs prioritization exercise. This work leveraged hybrid market research and user research methods, as well as the expertise of our community and behavioral analytics teams. For good measure it also gained understanding from democratizing the research process. We’d love to share what we learned about how to (and how not to!) bring teams together and empower non researchers to be involved.
Key Insights
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There's a growing trend towards the fusion of insight disciplines like market research and user research.
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Research practices are becoming more established and are focusing on questions of higher strategic value.
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The pressure for speed in market research is leading to a convergence with user research methodologies.
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'Conversion insight' is emerging as a holistic approach to research, centered on the customer.
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Collaborative journey mapping facilitates real-time user input in mapping their experiences together.
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New methodologies, such as pre-session homework, enhance memory recall for participants.
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Stakeholder engagement is crucial for building empathy in the research process.
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Fusing traditional research techniques with behavioral science can enhance the richness of insights.
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The customer journey mapping process was completed in under two weeks, showing efficiency through innovative methods.
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Removing organizational silos can significantly improve research efficiency and output.
Notable Quotes
"I think the real trend that I am starting to see is around the fusion of different insight techniques."
"We're increasingly asking questions of higher strategic value, which are getting closer together."
"Data is now really in the mix, answering many of the traditional questions from both market and user research."
"When we think about conversion insight, it's holistic by design, sitting at the center of different functions."
"The more I heard about collaborative journey mapping, the more I thought this might really help us answer our question."
"We found that homework for this method was absolutely pivotal."
"We were able to do this relatively cheaply because we were looking at our own users."
"Despite my initial misgivings, we were able to recreate moments of the journey without observational techniques."
"There's no blueprint for a lot of this work; we're really figuring it out together as a team."
"It's not going to be a replacement for everything, but it's been completely worth it."
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